Writing and Editing

Surprise the reader.

Challenge the reader, and flirt for fun.

Lie to the reader

Surprise the reader.

It’s always good to surprise the reader. Dazzle and satisfy the reader.
Say something worth repeating. Make them want to talk about your page or brand.
It’s always surprising when something exceeds expectations.Give them content that brings pleasure and benefits them. Make sure the benefits of your content are relevant to the interests of the people in your target market.
Over and over, the gambler loses, but she keeps pulling that lever. Tension and release.
Everything you enjoy involves some kind of tension. The most satisfying experiences are the ones that involve the greatest buildup of tension.
It’s when a game is close and tense that the sports fan says, “That was a great game.” The pleasure comes from tension and release.

Challenge the reader, and flirt for fun.

Flirtation involves attraction and challenge. It’s a way people have fun.
The defining characteristic of flirtation is that there is an element of challenge. If there is no playful challenge, sparring and banter, it’s not flirting. Flirting is a playful competition.
Fun is frivolous, but it’s also the most important thing in life.
Content is like flirting when it challenges the reader.
People will like your brand if it offers them the satisfaction that comes from this universal recipe for showing people a good time. First, build tension like the conflict in a story. Then, offer a resolution for the conflict.
A challenge creates tension.
Begin by throwing the reader off balance. Do something unexpected. Do not just try to be nice. Do not try to be professional. Give people the dissonance they desire.

Tension is the active ingredient of fun.
Use brevity. Say less than necessary. Brevity creates tension. When something is incomplete, it surprises the mind and the reader is left in a state of heightened awareness.
The sports fan turns on the game and watches in nervous anticipation, hoping her or his favorite team will win. If the score is close, we say that was a great game. People are all about the tension. People like hang-gliding, and sky-diving. They like danger. They like tension. The person enjoying a book or movie rides high on the rising tension, all the way to a ‘climax’ and then there is a resolution.

Lie to the reader.

Tell the reader your website is haunted. Just do it. People love to be lied to.
They love it when you lie to them playfully. It’s a way to challenge them and elicit the energy of curiosity.
I’m not talking about real lying – don’t really try to deceive people. But if you tell them your website is haunted, it’s more like a joke than a lie.