I learned so much from reading this one. Personally for me when you writing from somewhere “real” within you you tend to be able to communicate it in a way that strikes a chord with other people too. Some might be able to do this more consciously and others not but to “succeed” as a writer this is imperative. Thank you for making me think on what gets people to engage and react,
I agree completely, Dr. Speaking what is ‘real’ is what resonates with others, they can see themselves in the story you are telling because it’s their story as well. That’s what strikes the cord and invites participation. Thank you for making this point!
I tend to leave invitations to join the discussion to the end but I see how much earlier can work better. I don't want to manipulate but I do want to include and learn from other viewpoints. Thanks, Mack.
PSA: Thank you everyone for the comments. As soon as I published this article, my first thought was "You know, you're going to look like a real jackass if this gets no comments".
It does. And the fact that this post is proving to be so popular helps reinforce the value of the triggers. But past that, it underscores the value of robust conversations in the comments. All of you have left wonderful comments, and that creates value and draws more interest in the post itself. This reminds me I need to be more strategic about encouraging conversations. I just try to let them happen organically, but this proves there are ways to do more to encourage readers to feel comfortable contributing.
I really like how you shifted the focus from “how to sound smart” to “how to make others feel seen.” And I love that the takeaway here isn’t to hack engagement, but to connect more intentionally. Also: long live the random cereal debate posts.
Same to you Mack! On a completely random separate note I’m currently watching Yellowstone (I know I’m late to the party) so I’m lovin’ your cowboy hat! 🤠
Thank you Shellie! So happy you noticed that, I have never forgotten something Kathy Sierra once told me when I was working on Think Like a Rock Star, she said “Most of the things the writer does to make themselves sound smart, makes the reader feel stupid”. If you view in that context, if I am trying to make myself sound smart, how is that making you feel seen? The two are diametrically opposed. However, if I can make you feel as if you are seen, as if I understand and appreciate your point of view, then you will pay attention to me, and then we can have a connection. More writers need to put their egos aside and focus more on the reader and what they are going through.
You are a brilliant storyteller, Mack! :) I love when someone writes about psychology in marketing. (BTW, I am running the experiment with well-crafted posts on Twitter, and it is like you are describing in the article – people are not so interested, but when I write spontaneous texts, they are more engaging.)
The measurement suggestion at the end is what sold me. I just went back and looked at my last 5 articles and you're right - the ones with more comments accidentally used 2-3 of these triggers.
This also explains why my most personal posts perform better than my how-to guides. The identity mirror trigger is powerful because it validates people's lived experiences.
That’s fascinating sis, and I think a lot of your posts do a great job of using these triggers. I need to be more deliberate about using them. I get that it can almost feel like ‘manipulating’ the reader to comment but the reality is that we all get so much value from the conversations in the comments that we really should try to use them to get that discussion jumpstarted. Thanks for always contributing without triggers ☺️
When I was growing up, my mom wouldn't let us eat the sweet cereals; we got homemade granola! So no opinion on that one. However, I love this article. It's so easy to crank out content and forget the nuances that make it work better. I appreciate the reminder to be more intentional about creating engaging content. I'll be sharing this article in my curated Friday Finds post!
Denise I love granola! So good! I am bad about not being more strategic in creating content that is structured to generate more responses. I will take contrarian stances often, but there’s not a lot of thought put into it. Maybe time to eat my own dog food!
Fruity Pebbles obviously superior to Cocao Pebbles, and Lucky Charms easily over both, but all bow before the goodness of Sugar Smacks.
The rest of this is excellent. Always find these steps to be the ooky side of marketing. We are doing our best to poke someone's rat brain in such a way that they respond; which feels gross sometimes in that the the divide between propaganda and marketing isn't technique, but intent.
I also need to be better at mashing at the "emotion" button to trigger responses.
Dude, "wheat." That's health food! I have a figure to maintain!
Though, Frosted Flakes, nummy, and I will get a box of Frosted Mini Wheats (or the Aldi knock offs) every now and then to pretend I'm eating something "healthy" when I want something sweet.
And, really, what's the point of being an adult and not eating Fruit Loops or something similar for dinner now and then!?!?!?
LOL You’re right, it’s really health food isn’t it? I am boycotting Aldis after Reddit told me to get their premium store brand Marinara, that it was really Rao’s. It was NOT! Then again I should probably blame Reddit for that one, nevermind…
Yeah, that was a bad choice, tastes more like Ragu than Raos! And never buy their soft tortillas either, they suck ass. OTOH, their thick bacon is better than Costco's brand and lots of their nibbles and canned stuff is fine. While I prefer Wegmans, I've become an Aldi fan over the past few years.
I agree, Jennifer. I love when marketing makes an emotional connection. Rarely happens because for that the company needs to understand their customers at a deep enough level to know what message would make an emotional connection. Few do this and fewer care to know, sadly.
I’m triggered. LOL. Great read, Mack. When I start posting I’ll have the advantage of your posts.
Your community of commenters are amazing.
Haha thanks Vic! Can't wait to read your posts, will be happy to help any way I can.
I learned so much from reading this one. Personally for me when you writing from somewhere “real” within you you tend to be able to communicate it in a way that strikes a chord with other people too. Some might be able to do this more consciously and others not but to “succeed” as a writer this is imperative. Thank you for making me think on what gets people to engage and react,
I agree completely, Dr. Speaking what is ‘real’ is what resonates with others, they can see themselves in the story you are telling because it’s their story as well. That’s what strikes the cord and invites participation. Thank you for making this point!
I tend to leave invitations to join the discussion to the end but I see how much earlier can work better. I don't want to manipulate but I do want to include and learn from other viewpoints. Thanks, Mack.
PSA: Thank you everyone for the comments. As soon as I published this article, my first thought was "You know, you're going to look like a real jackass if this gets no comments".
Thank you all for saving me from myself :)
:D
I've never really thought much about the mental part, but it all makes sense. I have definitely left comments due to the first trigger!
It does. And the fact that this post is proving to be so popular helps reinforce the value of the triggers. But past that, it underscores the value of robust conversations in the comments. All of you have left wonderful comments, and that creates value and draws more interest in the post itself. This reminds me I need to be more strategic about encouraging conversations. I just try to let them happen organically, but this proves there are ways to do more to encourage readers to feel comfortable contributing.
I really like how you shifted the focus from “how to sound smart” to “how to make others feel seen.” And I love that the takeaway here isn’t to hack engagement, but to connect more intentionally. Also: long live the random cereal debate posts.
I’m going to write this summary on a post it and stick it on my desk
Shellie is so smart. Happy Friday, Sarah!
Same to you Mack! On a completely random separate note I’m currently watching Yellowstone (I know I’m late to the party) so I’m lovin’ your cowboy hat! 🤠
Why thank ya, darlin’ :)
Thank you Shellie! So happy you noticed that, I have never forgotten something Kathy Sierra once told me when I was working on Think Like a Rock Star, she said “Most of the things the writer does to make themselves sound smart, makes the reader feel stupid”. If you view in that context, if I am trying to make myself sound smart, how is that making you feel seen? The two are diametrically opposed. However, if I can make you feel as if you are seen, as if I understand and appreciate your point of view, then you will pay attention to me, and then we can have a connection. More writers need to put their egos aside and focus more on the reader and what they are going through.
Yes yes yes 🙌🏻
:) Thank you Sarah!
You are a brilliant storyteller, Mack! :) I love when someone writes about psychology in marketing. (BTW, I am running the experiment with well-crafted posts on Twitter, and it is like you are describing in the article – people are not so interested, but when I write spontaneous texts, they are more engaging.)
Hello Nika 🌹. I see you are very busy on Twitter, it’s definitely a different experience there for sure!
To be honest, I started being very late in answering, but still have it on my mind and after almost 2 months answering my socials :D
The measurement suggestion at the end is what sold me. I just went back and looked at my last 5 articles and you're right - the ones with more comments accidentally used 2-3 of these triggers.
This also explains why my most personal posts perform better than my how-to guides. The identity mirror trigger is powerful because it validates people's lived experiences.
Excellent article as usual, bro.
That’s fascinating sis, and I think a lot of your posts do a great job of using these triggers. I need to be more deliberate about using them. I get that it can almost feel like ‘manipulating’ the reader to comment but the reality is that we all get so much value from the conversations in the comments that we really should try to use them to get that discussion jumpstarted. Thanks for always contributing without triggers ☺️
I think if you genuinely appreciate people and conversations the article basically writes itself. The audience can tell the difference.
I try my best :)
When I was growing up, my mom wouldn't let us eat the sweet cereals; we got homemade granola! So no opinion on that one. However, I love this article. It's so easy to crank out content and forget the nuances that make it work better. I appreciate the reminder to be more intentional about creating engaging content. I'll be sharing this article in my curated Friday Finds post!
Denise I love granola! So good! I am bad about not being more strategic in creating content that is structured to generate more responses. I will take contrarian stances often, but there’s not a lot of thought put into it. Maybe time to eat my own dog food!
Haha. Cobbler's shoeless children syndrome!
Fruity Pebbles obviously superior to Cocao Pebbles, and Lucky Charms easily over both, but all bow before the goodness of Sugar Smacks.
The rest of this is excellent. Always find these steps to be the ooky side of marketing. We are doing our best to poke someone's rat brain in such a way that they respond; which feels gross sometimes in that the the divide between propaganda and marketing isn't technique, but intent.
I also need to be better at mashing at the "emotion" button to trigger responses.
Bryant I see we both still eat like we are children LOL And no love for Frosted Mini Wheats? For shame! Thanks for the sugar-high comment!
Dude, "wheat." That's health food! I have a figure to maintain!
Though, Frosted Flakes, nummy, and I will get a box of Frosted Mini Wheats (or the Aldi knock offs) every now and then to pretend I'm eating something "healthy" when I want something sweet.
And, really, what's the point of being an adult and not eating Fruit Loops or something similar for dinner now and then!?!?!?
LOL You’re right, it’s really health food isn’t it? I am boycotting Aldis after Reddit told me to get their premium store brand Marinara, that it was really Rao’s. It was NOT! Then again I should probably blame Reddit for that one, nevermind…
Yeah, that was a bad choice, tastes more like Ragu than Raos! And never buy their soft tortillas either, they suck ass. OTOH, their thick bacon is better than Costco's brand and lots of their nibbles and canned stuff is fine. While I prefer Wegmans, I've become an Aldi fan over the past few years.
I agree, Jennifer. I love when marketing makes an emotional connection. Rarely happens because for that the company needs to understand their customers at a deep enough level to know what message would make an emotional connection. Few do this and fewer care to know, sadly.