Disagree with your headline

One interesting way of creating tension is – disagreeing with your headline. You say a thing and then take a U-Turn and the reader goes, “Whaaa?”

Most writing flows only one way. This fails to create tension and drama. When things are going in a single direction, the reader is bound to lose interest. The alternative is to go in one direction and then change it.

You can use this in your emails, articles, and even social media posts. Below are a few examples.

As you read these examples, think of the roller coaster inside the audience’s mind.

1.

Email subject line: Meetings are a waste of time

Email body: Let’s do an experiment. Let’s have a meeting that lasts for 8 hours. We want all the team members to be aligned, right?

2.

Article headline: Eating veggies may not lead to weightless

First line: “The best way to lose weight is to eat veggies.”, says John, a reputed fitness influencer.

3.

LinkedIn hook: Facebook ads may not help you get more clients

First line: Since 2007, Facebook has played a major role in helping small businesses get clients. In fact, from 2007 to 2018, Facebook’s advertising revenue grew from $153 million to $55.8 billion.

The mind gets intrigued by the hook but then goes “Huh”, after I disagree with it. Tension is created, which needs resolution. The tension pushes them to read further, and if you do your job well, then this roller-coaster makes the audience open to accepting your point.