For starters, this post is not about crepes. And it’s actually a pretty obnoxious and superficial post. But I can promise that I’ll get you outta here in less than 3 minutes (4 minutes if you’re multi-tasking) , so we can all get on with our merry royal baby-stalking lives.
This post is really about the 5 things I learned from my 2-month journalism internship. In reality, I learned a lot more than 5 things- not just about writing, but about technology, multimedia, and the way we consume information . Most likely, you wouldn’t have the bandwidth to read it all (nor I to write it). About 40% of you have already clicked away. Half of you will dart off after this paragraph. And I understand: there are more exciting GIFs waiting to be explored.
For those of you remaining (thank you), here are some lessons I learned from Business Insider that are invaluable not just for writers, but for anyone looking to leverage some influence in our modern, distractible, cyborg world.
I. Inflict emotion.
Why should anyone care? Ultimately, it boils down to framing: picking a nugget of information that will resonate.
The age of non-objective journalism is gone. A headline like this will get clicks, Dunkin Donuts Hired Psychotic Credit Card Thief Carolyn Kravetz As Director Of Communications ,
or Here Are The Angry Texts A Mom Sent Her Bonehead Son Before He Ran Across The Field At The All-Star Game
These headlines sound like bullish statements made at the bar, which is exactly the point. Read them, and you’ll see that they’re actually marvelous stories: the first being a serious piece of investigative journalism, the second a creative integration of new media.
We act on our instincts which are guided far more by emotion than logic. So, appeal to the audience with colorful adjectives , and the way YOU feel about something. It’s not completely PC, but I guarantee it will leave an impression and get people to bite into an important issue worth reading.
II. Simplify simplify simplify.
Humans like to digest information in compact bits, so any sort of list you can compile will be dopamine for the brain.
III. Pictures are (sometimes) more important than anything you’ll write.
I hate to use this story, but it’s a telling example of how superficial we are.
I manned a daily business advice column which averaged about 200-300 views per post. Each post had a picture of the person offering the advice. One particular post came from a businesswoman who shared an uncanny resemblance to Kim Kardashian. (Before you ask for the link, it wasn’t her.) Within a day, her post received over 1000 views, more than most of these posts receive in a lifetime.
Several commenters admitted the only reason they clicked was because of the “hot picture”. Admittedly, this post was not written better than any other post, but having a fair face certainly got people to care.
IV. Brother, be brief.
V. And clear.
I love a good story that weaves its way to an unforeseen ending in novel form. But theres a time and place for that, and the web is not that place. Albeit a few exceptions, a modern reader (or friend, colleague, whatever) wants to learn something new (with some context) fast.
The writer’s first job is to help us understand, not to dazzle.
Thanks to Henry Blodget, CEO of Business Insider, along with my editors Vivian and Gus, who helped elucidate these insights along the way.
I’m not saying page views are all that matter. I’m going to work for a government agency which isn’t exactly known for provocative, click-baiting headlines. Impact will be measured by relatively dry economic initiatives. But, for every silly story out there, there are a myriad of other stories that matter. If you can figure out how to get people to care about really important issues, you can maximize your impact and maybe, just maybe, increase your chance of doing something truly world-changing.