Читать книгу Business Writing for the Web - Dan Furman - Страница 7
Hype versus fact
ОглавлениеI need to mention hype versus fact because every single book I have ever seen on headlines subscribes to the hype method. They talk about the subconscious effect I mentioned, they talk about “hypnotic writing,” they talk about how “people want benefits, so give them benefits,” etc. And they tell you how to persuade people by selling them stuff they don’t need with a few strong words!
You know what I say? Give people what they are expecting. If they are expecting hype and benefits, give them hype and benefits. And if they are expecting solid information, give them solid information.
Like on my own website. Here’s a screenshot:
