Can you really command more clicks? Tuesday July 28, 2009

Click through or turn off? The language you use makes all the difference. I recently heard about this interesting little experiment with words. Dustin Curtis’s play with wording – from general statement to clear command – illustrates the impact of language. Dustin’s experimental conclusion is that a specific and directive message is better for getting people to respond online. Not that all these options are immediately attractive. ‘Should’ is a strong word – particularly for more reserved British sensibilities. But the experiment does show the value of combining a powerful style with language designed to be usable. It seems writing for the response you want is a science as much as it is an art.

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