And then they suddenly click

If you’re on Facebook, you’re no doubt familiar with “clickbait”.

Clickbait is headlines that you just can’t help clicking on.

The trouble is, when you click, often the resulting page doesn’t live up to the promise of the headline.

For example:

“Guess what the latest magic superfood is? The answer will surprise you”


“10 things Kim Kardashian said in 2014 that you simply won’t believe”


“Why 9 out of 10 people will never understand this…”

You get the idea.

Now, I like to write my own share of enticing headlines and subject lines.


… you’ve got to live up to the hype.

And anyway, in the long run, it doesn’t really matter that much.

Your actual customers – the people who will give you money – will click on topics that interest them… when they interest them.

That’s why you get the phenomenon of sending a newsletter to a contact for months and months with no response, and then suddenly that contact opens and clicks.

Because it was the right topic for them right now.

It makes sense therefore to keep in contact with lots of different information.

Lots of different appeals.

Lots of different topics.

Because one day, you’ll be writing about the topic they really want to hear about.

And then they’ll click.