Being Awesome, Micro-Patterns, Tool, User Experience, Writing

Fish & Clicks

When I was a kid, we used to go trout fishing up in mountain rivers. I used to put artificial and fleeting faith in the type of bait I was using. I would vary my bait rapidly in search of the magic fishy elixir. This fake cheese stuff, some scented “marshmallows”, salmon eggs, and even the fancy plastic worms that I think I liked more than the fish did.

Fish bait catches fish, so click bait catches clicks. Not groundbreaking, but why is there so much of it? Do we honestly not believe that there are ways to repurpose bread ties and toilet paper tubes? I feel like that’s something we’ve been doing since arts and crafts time in elementary school.

We know click bait isn’t designed for the reader. It does not care if you save money on your insurance, organize your life, or identify that celebrities are people too. In fact, it generates more traffic by the reader never learning. It becomes Pavlov’s Buzzfeed, where the reader salivates at the sound of a bell and not the presence of food.

People are craving authentic connections. With their loved ones, with their companies, with their world. See here, herehere and here. And yet clickbait pushes a different narrative.

These 12 calls-to-action will make you jump! Number 7 will make you ask “How high?”

powersForAwesome.jpgLet’s stop. We don’t have to stop with the listicles, the lifehacks, or even the quizzes to find out which pizza topping gives you life. But let’s start turning those into something. Something that gives you a great starting place but encourages you to add to the list. Something that teaches you how to solve problems in unconventional ways. Something that helps you understand yourself and how you think. Let’s use our powers for awesome.

Let’s start making engage bait, or learn bait. Even better… change bait. Let’s start making things that draw readers into a worthwhile experience that leaves them better off. As Scott Stratten says in his book Unmarketing:

“What is stopping you from calling yourself one of the experts in your field? Being an expert is not an official designation. You don’t get  a certificate in the mail, nor do you get a cookie.”

splinterWe’re all experts in something. If you have experience, a special skill, or training in something, you can be an expert in that thing. Maybe not THE expert, but definitely AN expert. So be an expert and train someone. Channel your inner Splinter. The mutagen turned the teenage turtles into mutants, Splinter made them ninjas.

We already know how to make people click, now let’s lead them to something better.

CHALLENGE

  • What are you an expert in?
  • How will you become the Splinter of that?
  • What’s your change bait?
  • Let us know in the comments!
Being Awesome, Buy In, Going Forth, Innovation, Like a Startup, Theme Park of You, Writing

Your Words Are Your Brand

word (1)For more than 150 years, the National Weather Service has been providing weather updates IN ALL CAPS. Even as weather forecast technology made great leaps and bounds, the National Weather Service was content in sticking with all caps. It’s due to the old limitations of how they communicated their reports. However on May 11th, the National Weather Service will be speaking more softly.

The change is accredited to “changing social norms” around how we talk to each other. Tweets of all caps are taken people talking with VERY LOUD VOICES for a wide range of emotions. I wonder if there isn’t a missed opportunity here.

Two fantastic examples of owning a unique text style are ee cummings, an American poet, and FAKE GRIMLOCK, a giant, robotic dinosaur. ee cummings was famous for using non-traditional capitalization and punctuation as its own poetic device.

“To be nobody-but-yourself – in a world which is doing its best, night and day, to make you somebody else – means to fight the hardest battle which any human being can fight; and never stop fighting.” ee cummings

FAKE GRIMLOCK proudly makes large exclamations of awesomeness and getting stuff done. He does so with a very direct vocabulary and all caps.

“WHY TALK THIS WAY? BECAUSE AWESOME!” – FAKE GRIMLOCK

This is why I feel the National Weather Service is missing out on something. What if they incorporated ALL CAPS into their brand, instead of abandoning it to fit in with the crowd? They should make no apologies for their loud text. T-shirts would be emblazoned with #PARTYCLOUDY, expressing the irony of a wishy-washy weather system that bombastically declares itself. They could even say “YES. WE BROADCAST IN ALL CAPS. WEATHER IS SERIOUS BUSINESS. WE SHOULD ALL PAY ATTENTION TO THE CLIMATE.” But instead, they chose to fit in; get lost in the sea of status updates.

There is a Scottish proverb that says “You should be the king of your word” and it fits in this case as well. Take pride in the words you choose. They are a reflection of you. Don’t let your words blur the lines between you and the millions of others out there. Supercharge your words to stand out against the grain because that’s when you’ll have a #100%CHANCEOFTHUNDERSTORMS!

Go forth and be linguistically awesome!