Think Feel Act

Can ‘clickbait’ be beautiful?

Beautiful writing is a true art form

Beautiful writing is an art form that let’s us slide, willingly, into another world. A world where time slips away from us. A world where each word and phrase forms a tapestry of the mind – a window into someone else’s away of seeing. Albeit for a moment. It’s an honour read such writing – and share meaning with another person who I may have never even met.

Reading artful, well-crafted and well thought out words is nourishing to the soul. When I read words placed with care upon a page I connect with the writer in a spiritual way as we share a meta-physical space filled with inner meaning and mystery. And I’m not just talking about fiction.

Whatever the genre (including marketing), I want to read words that will intrigue, enrich, entertain, inform, educate and inspire me. I want to read ideas that make me think and give me a new way of seeing – that will help me grow and change.

And this is the type of writing I aspire to produce and wish to share with you. Whether I’m writing a blog, a news article, a feature or an informative web page I write with my heart and soul and aim to leave my readers nourished with words and empowered to embrace change. I hope this shines out through the page – and between the pixels.

My protest against the abuse of writing

But beautiful writing is rare. It’s becoming harder and harder to find especially on social media. Our words and worlds are increasingly filled with fluff written as click-bait in the ultimate service of making sales. We seem to have forgotten that writing can help us with so much more (and add so much more to our lives) than simply being hijacked as a method for parting us from our money.

So as a protest against the abuse of writing I am systematically unfollowing and refusing to read anything that:

  • Promises to change my life forever
  • Promises a miracle cure or refuses to acknowledge the complexity and subtleties of reality
  • Promises I will make buckets of money in five simple steps just by following some secret system that select people like me can have access to for only $199.
  • Promises to protect me from making the mistakes some self-styled expert has made in nothing more than how to sell this idea to other unsuspecting people in a never-ending (and over-hyped) chain of selling
  • Is written as a loss leader with a tantalising taste of something special – but I can only access by purchasing some sort of program
  • Is written for the sole purpose of getting my email address onto an email list so I can be spammed with marketing
  • Promises to position me as an authority and an expert with no more substance than my own proclamation.

All these cascades of words, filled with urgency to buy, are not truly designed to help me (or your) become a better person or run a more sustainable business. It is all designed with one single aim in mind – sales. It is designed to divert my attention from my actual goals, vision and passion to the latest tactic I must do to ensure success – make videos, sell online courses, design a perfectly targeted marketing program, set the ideal mindset…and on and on.

Don’t get me wrong – I’m not against the power of influence and persuasion of good writing. Good writing should persuade us and change us and encourage us to grow (just ask Jane Austen).

What I am against is writing that is nothing more than a sales pitch filled with over-promising and hype. Enough already. I can no longer stomach reading this. And I cannot bring myself to write it – not without destroying my soul. And so I pledge to not to use these strategies in my own marketing materials. If you find me in breach of this unwittingly, please let me know!!

My hope 

And so I wonder if this protest of mine will harm the business I am trying to market – this refusal to join in the abuse of words that is so commonplace and formulaic. Will I miss reading and implementing the secrets to success and be mired forever in mediocrity? Will my insistence on writing blogs from the heart help me or hinder me? Will my insistence on authenticity and wanting to share ideas for their own sake set me back in the world of business? Will I get more or less clients through the exercise of being myself?

I hope quality, sincerity and authentic count for something in this world. I hope they help build trust and connection and growth. I hope my words inspire, motivate and empower.

So please let me know – even if for nothing more than the sheer pleasure of sharing ideas.

I can’t wait to hear your thoughts.

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2 Responses to Can ‘clickbait’ be beautiful?

  1. Kaylie October 10, 2017 at 12:06 am #

    So true. So much click bait is such a letdown.

    • Think Feel ACT October 10, 2017 at 11:18 am #

      Not only a letdown – but a feeling of having been mislead…

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