There is one thing a writer can exploit that is bound to draw reader’s attentions. It is based on a heuristic, a cognitive shortcut and a human need. We want information, we crave information but we also want it short fast and simple. What’s the way? It is the promise of Structure!
Why is yahoo news ‘top ten’ so popular? Or for that matter headlines like ’seven habits of ’, ‘48 laws of ’, ‘Nine steps to .’? They promise us easy comprehension, attainable steps, the belief that we can see it in a glance before committing. That is the heuristic, they promise a short cut but they also appeal to the deep and ever powerful need for structure. All of which makes for an appeal that merits at least a glance.
Make it work by identifying the rules, laws, habits, ways, steps, hierarchy, and other classifications in your work. Format your work to represent the kind of structure that you promise – and do just that for a headline. What’s that? Promise an easy read, easy steps, and easy classification. Make it work now because the secrets catching on. The casual browser is bound to become desensitized when everything out there promises to be easily comprehensible and attainable.