What Makes People Click vs Tick

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Sometimes I write to the customers' own language, ideas, likes — what makes them tick. But, if the main goal is to get them to click, I write to the customers' psyche and sub conscious.

Like great graphic design, the urge to click something should feel natural and go unnoticed. The moment a user of your digital experience has to think about what they are clicking, you’ve lost them to their thinking. There is a psychology behind what makes people click, and it’s not always the same as what makes them tick.

Tell Them Something They Didn’t Know

Nobody likes being told something they already know — it feels like a waste of time, and it’s boring. Don’t be that brand. Starting with an idea that tells something new or intrigues with new ideas will make people want to know more and reach your click. Starting with something that makes them tick by using phrases and ideas they already know, might seem like you’ve hit the jackpot, but it makes it harder to stand out, and to get people to click or want to see more. Sometimes it’s nice to tell them something new about what makes them tick, but it’s gotta be something great and really new.

Give Them Something to Grab Onto

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If I don’t grasp why you’re talking to me, then I’m not going to trust your content enough to read on or see more. Take a step back and ask, what you want your audience to grab onto, to click onto. Taking up someones time or attention with something that makes them tick, but doesn’t seem to have a purpose, makes your product or content easier to forget and less trustworthy. Use ingredients of what makes them tick (like a soccer ball for soccer fans) but make sure there’s a purpose there too. What you want them to grab onto could range from motivation to the need for a better, new soccer ball.

Complete the Story

Of course I’m going to click on “See More” if it completes, or is the next step in, the story I’ve been shown so far. Using CTA’s that fit within the story you are telling makes people click. Using a CTA that just makes people tick with words you think they’ll like and sound fun, might be exciting, but it creates a break in the flow.

Why I Won't Write for These Companies

They all have one thing in common that I cannot support: Animal Cruelty.

I won't even buy their $10 products to keep from supporting their methods, so how am I supposed to help increase their sales by the millions and feel good about it? Or continue to brainwash people that these companies and products are all-good?

It ain't easy passing up opportunities for some really cool, innovative projects. And the people who I connect with at these companies are so nice to boot. But, I'd rather not work as a copywriter than support something I strongly oppose.

Does that make me unattractive to some agencies? Probably. Does it limit who is willing to put their name next to mine? Most likely. Is it worth it? I believe, yes.

Well, I feel like Matt Diaz coming out and saying all of this. Here is my excess skin, people.

My hope is that it inspires you to also put morale above work so we can start putting some pressure on clients, together, to take more responsible paths toward profit. We all want them to do well, just do right, too.

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I've started to make a database of good products that don't test on animals.

bettergoods.co

It's a design and info work in progress, but check it out if you're looking for good quality cruelty-free beauty and cosmetic products.

Instagram Carousel Ad Ideas + Tips

It's been five days since the announcement, so we all know that Instagram now offers "carousel ads" for advertisers. And the other BIG NEWS is that the new carousel ads also let brands give a link in the ad. Up until now, advertisers were no different from users when it came to links, and they too could only have clickable links in their profiles, not on their posts.

Ways to use Instagram's Carousel Ads, Beyond Stories

The obvious way to use the carousel is to tell a story, so I'll skip that one.

1. Entice to Swipe

Get people curious about what's next in the carousel by showing a snippet of the next image within the first one. Kind of like this:

2. Surprise

Something sticks with you if you have a bigger reaction to it. Get a bigger reaction with your instagram carousel ad and give users a surprising twist to your carousel story. Kind of like this:

3. Instructions
Everyone loves a good How-To. Get creative and think of ways to bring users in with a how-to they might be curious about, or need, and then tie it to your brand. Make sure it's valuable through humor or actually teaching something though. Otherwise it'll just be freakin annoying.

Well, those are the few off the top of my head. Get in touch if you're curious about more ideas.

Cheers.