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 is a multi-faceted marketing professional with over 10 years of experience successfully marketing the arts, nonprofits, and small businesses utilizing innovative and cutting-edge initiatives. She is nationally recognized as a leader in digital and social media marketing and specializes in the integration of digital marketing and technology into traditional marketing methods.

She is on the National Arts Marketing Project Advisory Committee, the Arts Midwest Conference Professional Development Committee, is the Immediate Past President of Femfessionals West Palm Beach, the Immediate Past President of the South Florida Chapter of the American Marketing Association, and served for many years as the OPERA America Marketing Network Chair. She was recently appointed to the West Virginia University College of Creative Arts Visiting Committee.

Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University with a music degree in vocal performance.

Don't Stop Hacking The Arts Yet...

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