Business Blog Readers’ Fourth Drive
One of the many things we don’t understand is this: What is interestingness? observe John Lloyd and John Mitchinson in the Book of General Ignorance. What we do know, the authors tell us, is that, while we humans have the same three primal drives as animals (food, sex, and shelter), it’s the fourth drive which makes us uniquely human – curiosity.
Appealing to blog readers’ fourth drive is certainly one secret to success in content writing. Arousing curiosity through blog titles and through the opening lines of blog posts has proven to be a winning tactic. Why is that? For one thing, we like completion and balance. Put a question out there and we are driven to find the answer, Lloyd and Mitchinson explain. “What’s the name of the tallest mountain in the world?” Most of us are quick to answer: Mt. Everest. But no, measured from the seabed, it’s Mauna Kea on the island of Hawaii. Everest is the highest, but not the tallest.
Curiosity explains why readers enjoy juicy gossip tidbits about sports and movie stars, even personal details about the lives of famous people from the past. Curiosity explains the interest readers have in how stuff works in the world and how things came to be. And, yes, (as I always stress in corporate blogging training sessions), by definition of their having found your blog, readers have curiosity about some aspect of your profession or business. What my own experience has taught me is that readers are most curious about themselves, how they “work” and the limits of their own knowledge and their own physical capabilities. I believe that’s why magazine “quizzes” are so hard to resist.
Unlike novelists or even reporters, we blog content writers can’t afford to be enigmatic in the name of arousing curiosity, since it’s essential for us to assure readers that they’ve come to the right place to find the information that brought them online to find answers. Five times as many people read headlines as read the body copy, “Father of Advertising” David Ogilby taught. If the headline doesn’t do the trick, even if we appeal to searchers’ general curiosity, the danger is they’ll bounce away from our site before we get to share our thoughts!
In the preface to their book, Lloyd and Mitchinson may have unwittingly hit upon the business blog writers’ solution. “The human brain is the most complex single object in the cosmos….what are we supposed to do with all that astonishing computing power? We think we know the answer – ask more questions.”
Appealing to blog readers’ fourth drive may be one secret to success in content marketing!
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