for a strong, fast pick-me-up
I have absolutely NO interest in root lesion nematodes – do you?
Yet a clever heading caught my attention and compelled me to click through to a post about nematodes.
Whenever social media writing captures my attention – I try to analyse WHY.
I recommend you do the same.
In this case – the hook for me was a curiosity-catching twist on a well known expression:
what you don’t know can’t hurt you
Yet in this case, the twist was:
what you can’t see CAN hurt you.
To me this sounded intriguing and tempting …and a bit dangerous!
Maybe, I’ve just seen too many movies!
Admittedly, I initially thought about something excitingly dangerous like that alien in Predator! – you couldn’t see it because it was invisible or cleverly camouflaged.
I was so curious to see what the WHAT was!
Sure, the WHAT ended up being root lesion nematodes – and you can’t see them because they are microscopic!
Not as exciting a Predator – but still a danger that can cause HURT!
My point is – if the heading or the words in a tweet promoting the “story” just had the words nematodes – I wouldn’t have bothered to check it out. The twist on the words and the mystery hooked my attention.
Now, I’m glad I did click on through.
I now not only know what root lesion nematodes ARE – I know the damage they can cause – and why it’s important to fight this nemesis – I mean nematode!
So what you can borrow from this?:
1. Use common expressions – yet twist/tweak the words
2. If possible include the opposite of the usual words – e.g. what CAN hurt you
3. If the subject is potentially uninteresting to your audience – have a general WHAT or THIS – so your audience has to click through to se what the WHAT or THIS is!
4. establish the potential danger – before revealing the culprit. (see the first lines of the post)
Now I respect that an agricultural audience is probably more excited by and terrified ofand interested in nematodes.
My point is the engaging writing broadened the appeal to a wider audience – including this city boy who now, thanks to this post, knows what knows what nematodes are!
Here’s a link to the post about nematodes:
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I blog about fun pop culture stuff as well as more serious business communication tips.
I’ve disciplined my self to check ALL my different communication platforms twice a day – as part of my Check-in Ritual.
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