A surprised Reader is a completely engaged Reader. 

This complete absorption is due to an involuntary sequence our brains go through when we’re surprised by something, anything, like a headline.

“Surprise is a strong neuro alert that tells us something is important about this moment and we have to pay attention,” explains Tania Luna, who co-authored a book about how our brains process astonishment. “Our cognitive resources are basically hijacked and pulled into the moment.”

So surprising headlines captivate The Reader, making it more likely she’ll read the next sentence. 

Here’s an example from a 1974 newspaper ad:

HOW TO MAKE MONEY WITH YOUR CREDIT CARDS

It was written by famed copywriter Gary Halbert. He wrote it for an ad selling a book called How to Turn Plastic Into Gold.

And to set up the offer, Halbert grabs The Reader with a tried-and-true, simple technique, something you can reliably use to create surprise, curiosity, and engagement:

He presented a paradox, a statement appearing to contradict itself.

“How To Make Money With Your Credit Cards” is outwardly contradictory: credit cards help you spend money, not make money. 

So it begs the question: how? 

And this question compels folks to read the next sentence, which is the goal of every headline ever written. 

LEARN TO PERSUADE

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Hey there, thanks for reading. :)

If you want more “micro” content, feel free to explore 100s of articles, interviews, courses, and series — all free. 

Enjoy!

Eddie Shleyner
VeryGoodCopy, founder

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