The Cooking Channel has an online show called “You’re Eating it Wrong” and I love it. I don’t like chicken wings, but this episode on how to eat them correctly was definitely enlightening.
From a strategic perspective, the content delivers. It’s useful. It’s entertaining. And, it’s aligned with the expertise of Dan Pashman, the host, and the larger network-wide positioning as an authority on food.
One of the things I particularly like about it is the title.
The use of the word “wrong” is so pointed. And, authoritative. But, any cursory look at the content, you know it’s all very tongue-in-cheek.
But it makes me want to explore whether there’s a real foothold waiting to be secured for negativity — almost snobby — language in content creation.
I think so. This is how we can put negativity and snobbery to good use.
Article headlines and subject lines: Extreme, black-and-white language evokes interest. “Stop Feeling Fat!” I got an email with a subject line similar to this and I had a reaction. That’s what you’re going for. Be a catalyst. Cause a reaction. Pointed, sometimes shocking, emotionally charged words can do that.
Blog content: So many of us are aware of our bad habits, we just want solutions. Tell us how to not do something anymore. Example: “How Not To Feel Like a Fraud”
Guest post pitches: Everyone is pitching “How-Tos” And this is good content. But it’s first level service-based content. Elevate your content to a more original plane by pitching a “How Not To…” Example: “What Not to Include in Your New Website”
So let me know if you think negativity has a previously-unclaimed place in your content? Which one of these tactics will you try? Post in the comments below. Did you watch You’re Eating it Wrong? Do you now know how to eat wings?
