100-ish Word Thought: Clickbait Myth

The Problem Isn’t the Bait, It’s the Switch

There’s this idea (myth? confusion?) floating around that if your headline is catchy or clever or dare I say - interesting, then it must be clickbait.

But here’s the truth: it’s not clickbait if you actually deliver.

If you give your ideal clients - the consumers of your content - what they came for, if you answer their question, if you help them solve a problem, if you don’t waste their time, then it’s not clickbait.

It’s called being the solution. And, well, that’s just smart marketing.

What frustrates your potential clients isn’t that you caught their attention. (In fact, that’s a good thing because it means that you’re content is getting in front of the right people.) It’s that you promised one thing and gave them something else. That’s the bait and switch. That’s the problem.

You didn’t do what you said you’d do. You broke a promise, which is not a great way to continue a relationship.

So go ahead and write the headline that makes them click. Just make sure the goods inside back up that fancy headline.

As yourself, is it really clickbait or is it just a catchy headline that got their attention?

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