Can You Double Your Clicks With The Jeopardy Effect?

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I recently came across this oldie but goodie on Roger Dooley’s Neuromarketing blog and wanted to share.  (If you don’t follow Roger on social media or regularly read his blog, you should do so immediately. He is awesome!)

Do you want more clicks on your tweets? Or, on your marketing links in emails or ads? Or, if you are a blogger, journalist, or content writer, could you do with more traffic to your articles? A new study by researchers at the BI Norwegian Business School demonstrates that phrasing headlines in a particular way more than doubled clicks, on average.

The Jeopardy Effect

What’s the unique premise of Jeopardy, the long-running TV trivia series? The show’s odd quirk, and perhaps part of its secret to success, is that contestants must phrase their response in the form of a question. Competitors have lost when they had the correct answer but failed to offer it as a question. It turns out that there’s an important lesson there for marketers and writers, too.

The Norwegian researchers found that what is mandatory on Jeopardy also works in attracting clicks to tweets and ad headlines. Multiple experiments showed that writing headlines in question format almost always increased clicks, and sometimes boosted the click rate by as much as 3, 4, and even 5 times! On average, question headlines outperformed declarative headlines by 140 – 150%.

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About Ceci Dadisman

Ceci Dadisman is a marketing professional with more than 15 years of experience creating effective communications campaigns utilizing innovative, forward thinking methods. She is nationally recognized as a leader in digital marketing and specializes in multichannel communications campaigns.

A frequent public speaker, Ceci’s recent and upcoming engagements feature national conference appearances at NTEN, Museums and the Web, National Arts Marketing Project, Arts Midwest, American Alliance of Museums, OPERA America, Midwest Museums Association, and Chorus America in addition to many other local and regional events. Known for her easy-going and vernacular style, she creates open learning environments with an emphasis on information sharing and useful takeaways.

She is a member of the National Arts Marketing Project Advisory Committee and the West Virginia University College of Creative Arts Visiting Committee, and is a mentor in West Virginia University’s Creative Consultant program. She also teaches the arts marketing course at West Virginia University’s College of Creative Arts and is on the faculty of Chorus America’s Chorus Management Institute.

Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University’s College of Creative Arts. She currently lives in Cleveland, Ohio.

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