Karl Marx (John Jabez Edwin Mayal) and Vladimir Lenin (Unknown, presumably official), Public domain, via Wikimedia Commons
During dinner at the recent New York Press Association Publishers’ Conference, talked turned towards the misuse of the term “click-bait.” In a strict sense, the term applies to misleading descriptions of internet links. These phrases “bait” you to “click” the link; hence, “click-bait.” Links that have nothing to do with the sentence that lured you to click makes this technique unethical. That’s why “click-bait” has such a negative connotation.
Copywriters for more than a century have searched for sentences that “sizzle.” Elmer Wheeler documented the early years of this journey in his 1937 book Tested Statements That Sell. If you don’t recall the name of this Rochester native dubbed “America’s Greatest Salesman,” you will certainly know his most famous phrase: Continue Reading “Are You More A Marxist Or A Lennonist?”
The Terrible Reality of Story Arcs
Bob Denver Gilligan’s Island, 1966, CBS Television, Public domain, via Wikimedia Commons
Think back to all the great stories you’ve heard, read while relaxing on a sunny beach, or watched in front of the big screen. What do they all have in common? Your first answer might be, “They kept me on the edge of my seat and their ending nailed it.”
OK, that might be true. But if you dig deeper, you’ll find they all stayed true to the narrative structure of the traditional story arc—Exposition, Rising Action, Climax, Falling Action, and Resolution. In good stories, you don’t see this structure. The transition from one element to the next flows seamlessly.
The 1942 film Casablanca, often cited as one of the greatest movies ever made, offers a good example of this. You don’t even notice as the Exposition rolls through a series of Continue Reading “The Terrible Reality of Story Arcs”