You truly won’t believe this… well maybe you will.

I wondered if I could create a completely meaningless headline and get  you to click.

And guess what… you did. Shazam.

There’s much talk lately about these viral sites such as ViralNova, BuzzFeed, UpWorthy, et all.

Do they have lasting legs or are they the latest fad that will become roommates with MySpace in the retirement home of the internet?

I don’t care… and neither should you unless you’re in that space.

Here’s what you should care about.

If you’re doing any type of digital marketing the question that should be answered:

Are these type of headlines breaking the sacred promise of a headline?

A truly great headline captures attention, creates intrigue, interest, curiosity and promises a benefit that if you click or read further you’ll get the payoff.

A great headline is a promise. Break that promise and you lose trust.

With the headline of this post what the heck did I promise?

What I just promised was what “just happened” you won’t believe.

What happened? You clicked this link. Can you believe it? I can’t either. Check.

Wait, you can… dammit stop that.

Now for the kicker. Are you crying, have you wept yet, and are you smiling?

None of those yet…

What if I showed you a sad cat?

By: Nick Ellis

How about a even sadder cat?

By: Mad Wraith

Okay, it’s debatable which of those cats is really the saddest.

What about a cute kitten?

By: Joseph SARDIN

Anything…

Is There a Point?

Here’s a few things I can predict…

It took me 13 minutes to create this post. 7 Minutes to edit it (probably still needs some more). 1 minute to ask our assistant to find cat photos we could use.

  • 50% of people who clicked didn’t even get this far and if they did… heck your scanning and going to leave in 3, 2, 1…
  • This post will get over 2,500+ unique visits in the next 7 days.
  • This post will create conversions for our products and our permission channels (this one amazes me).
  • This post will generate traffic for the next few years at least (based on our past stats and history).

What does that say about the state of digital marketing?