Recently we noticed an interesting trend on the blog posts about failure and failing get clicked more, get read more, and get shared more.
This observation sparked our curiosity and demanded some reflection.
Here are a few possible reasons:
– Content marketing expert Jeff Molander says that every reader wants to hear about areas where they’re struggling. Marketers should speak to the fears of their audience. Fear of a failure is one of the principle drivers of action in humans. Thus, a blog post about failing at something literally DEMANDS action. We can’t not click.
– Urgency – If we’re failing at something there’s a chance that it is costing us money or time (or some other valuable resource), thus stopping said failure is critical.
– Failing always comes with great stories, anecdotes, and data. Think about it! The best/funniest/most interesting stories from high school, college, and marriage involve failure. The times where you’ve learned the most involve failure. Using the word failure in the title of a blog post, webinar, or White Paper screams to the reader that it will be INTERESTING! Something fascinating will be found inside.
– Have you ever slowed down on the Interstate when you see a crash? You feel terrible, you cuss everyone else for doing it, and then when you pass…you look too. You can’t help yourself.
I think the points above are the reason people click on blog posts with the word ‘FAIL’ in the title. They simply can’t look away. They want to read about companies, marketers, and agencies that are failing. And, more importantly perhaps, they want to ensure that they are not among them.