Do not read this blog post

So you're reading this post, huh? Kind of a compelling title, isn’t it?

Why is that?

I have strong evidence that "negative" Web headlines and links often generate lots more clicks than "positive" ones. For example, my Worst Practices blog category gets more clicks than any other category on this blog.

Several years ago I worked on a site where we included a link "For Executives Only" and this generated more traffic than other links. It turns out people react to negatives. Words like "Worst", "Not", "Don't", and "Only" are interesting and people want to know what’s there.

My friend Jonathan Kranz experienced the same phenomenon with a link on his Web site: 10 Important Reasons NOT to Hire Me. Jonathan says: "that negative word, 'NOT,' attracts attention. Some people wonder why I would deliberately discourage business. More experienced marketers understand that I'm qualifying my prospects, and come to see how I manage it. Others are simply curious."

Try it!

The Web allows us to try new things and implement new ideas quickly, get people to check out it live, and then make changes to on the fly. Try a "negative" link and if that Web page that doesn’t work for you, you can just delete it. (You can’t do that with a print ad or direct-mail campaign).

Take a look at your site and find a link that you can flip around. Measure the traffic before and after the switch and see what works better. If there is a dramatic difference, let me know and I may blog about it.

Positive
> Negative

"How to increase productivity and drive revenue"
> "How to destabilize productivity, deter customers, and diminish revenue"

"Check out our online media room"
> "Our online media room -- for journalists and analysts only"

While the "negative" technique most certainly works, it should be used sparingly. Usually, only one negative link is appropriate.

And don't forget -- there must be something compelling and interesting to read once people click! Don't promise something interesting with a negative headline and then fail to deliver.

When people do click through, the landing page should immediately signal that you're having fun. Don't be too subtle. Don't let people think that you really are being negative or exclusionary.

Comments

[Abby]

This is pretty interesting. I had not been familiar with this concept but it worked on me. Abby

[Grant Griffiths]

Great post!! I am going to have to try this.

[David Meerman Scott]

Abby and Grant,

If you guys try this, please keep metrics and let me know if it worked for you!

Thanks, David

[Abby]

I market so much in healthcare. I would be afraid to test it there -- since there is so much negativity in that field right now. I will need to think on that. Abby

[Abdul Rahman]

Isn't that going to mean that everyone loves bad thing? We have a bad world situation, and people do nothing about it -- because they just don't care.

They do love reading about it though. To put in the headline; well, they read it but they won't act upon it.

Maybe you could use that negative words to sell stuff, in this blog I mean. ;)

Pretty bad guy huh?

[Abdul Rahman]

and don't mind most of the words I am trying to say because everytime I read a blog, I will have this kind of information overload. :(

[Jennifer Young]

I think maybe it has something to do with the love of the "forbidden". Look at all of the ads for "sinfully delicious" chocolate, or whatever.

Your post reminds me of an artist friend of mine who took work into a gallery to show a client. One of the paintings he brought was not up to par, so he decided at the last minute to turn that canvas to the wall. The others he set up face out.

The client, of course, immediately asked what was up with the mystery painting. The artist said something to the effect of that he wanted to keep it, but that he had several others that he thought might be more appropriate. He did NOT tell the client that he felt it was an inferior painting.

Of course, the client insisted on seeing the hidden piece. Which one do you think he ended up buying?

[David Meerman Scott]

Jennifer -- Great story! Thanks for sharing.

David

[Shaun Dakin]

Already trying it in my email signature:

--
Cheers,

Shaun Dakin – CEO & Founder
The National Political Do Not Contact Registry
-- A non-partisan, non-profit program by Citizens for Civil Discourse
Register Your Phone Number Now for Free: http://www.StopPoliticalCalls.org/
Blog: http://blog.StopPoliticalCalls.org/

Our online media room -- for journalists and analysts only:
Online Press Room: http://www.stoppoliticalcalls.org/ht/d/Articles/pid/700

[Gylon Jackson]

I hate negativity of any sort, it is a sad state in our society that people are more likely to flock to a negative headline.
After reading your post you did open my eyes to using a negative headline as a attention getter.. I am actually going to try this on some posts and press releases I am working.

[Raza Imam]

Great post...

I use this technique with my blog www.software-sweatshop.com You standout by poking fun at yourself and daring people not to visit your site.

[Unsung Zero]

It is amazing how this concept works. I was searching small business ezine articles this morning and what was the first title that I clicked on? "Your Small Business Doesn't Deserve to Succeed". Who are they to tell me what I do and do not deserve? Of course, it was simply a clever way for me to read about how they can sell me something that will ensure the success of my small business. However, it certainly broke up the mundane repetition of the same old titles for the same old concepts and products.

[Bob Whitney]

I'm still working on my website, but found your post right in line with my thinkings. I'll keep tuned

[Rodger D. Johnson]

This is a fascinating post. And I appreciate the discussion about the negative. You know there's much research behind that thing we use -- the negative. But I'm not going to tell you about it. At least here, anyway.

While I've spent much of the last three years studying rhetoric and persuasion, I'm convinced that the negative can be one of the most powerful tools in the communication professional's tool chest.

[sandhaya]

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