Hello impact maker!

Here is a thought: The last time you clicked a link, signed up, or made a purchase, was it purely because of what you read or because of something the writer made you feel?

In this issue, we're exploring the hidden forces that make people click, read, and buy without noticing.

Why people click, read, and buy?

Most advice tells you to 'use strong CTAs' or 'keep it clear.' But if that were enough, every piece of content would convert like crazy.

It doesn't, so what is at work here and how can you use it in your writing?

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👉 Friction kills action 💡

Every time your customer has to pause, reconsider, or scroll too much, you lose them.

The best writing removes friction before your customer even notices it.

✅ What creates friction?

• Unclear instructions where benefits are never mentioned
• Vague CTAs where your customer can not what comes next
• Walls of text with no spaces

✅ How to fix it:

• Write like you’re texting a friend, short and direct.
• Anticipate and address the questions like ‘but what if…?’ before they ask.
• Show, don’t tell. Replace ‘this is a game-changer’ with actual proof.

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👉 The Netflix effect >>> make content binge-worthy 💡

What keeps you hooked to a Netflix show?

Open loops, unanswered questions, and emotional pull. Use the same tactics in your writing.

✅ How to do it:

• Start with a mystery (Example: ‘Most people get this wrong. Do you?’)
• End with an open loop (Example: ‘I’ll reveal the full strategy next time.’)
• Use cliffhangers (Example: ‘This one tiny mistake can cost your business thousands— here’s how to fix it.’)

If you make content so compelling that stopping feels unfinished, you’ll naturally drive action. Which means using this technique and under-delivering will leave a bad impression.

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👉 The 'Am I the only one?' effect 💡

People take action when they feel understood.

Instead of pushing a solution, pull them in with hyper-specific pain points they instantly relate to.

Generic example:

'Struggling to grow your business?' (too broad, no emotional pull)

✅ Better example:

'Ever spent hours writing a post only to get 2 likes from your mom and a bot?' (relatable, visual, human, :()

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👉 The ‘No-brainer’ trick 💡

Most content tries too hard to convince.

Instead, make action feel like the most obvious next step.

Hard to say yes to:

‘Try our organic coffee blends for a rich, smooth taste.’

(Customer thinks: Do I need this? Why should I risk my money on something I haven’t tasted? What’s the catch?)

✅ No-brainer CTA:

‘Your first bag of coffee is on us—just cover shipping. If you don’t love it, we’ll refund that too!’

(Customer thinks: Low risk. I can try this and send it back if I don't like it. It's a new brand maybe something is new.)

The easier you make purchasing, the more likely they’ll act.

Did someone forward this to you?

Smart Biz Strategy: Quick hacks for action

⭐ Cut 20% of your words: All first drafts have too much fluff. Be ruthless, delete anything that doesn’t move the reader forward.

⭐ Break the pattern: When writing a post or email, start with something unexpected; an unusual stat, a one-word sentence, or a bold claim. Surprise keeps people reading.

⭐ Write backwards: Start with the action you want readers to take. Then, build your content to lead them there naturally.

The one headline trick that always works >>> always!

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The curiosity gap, defined by Andrew Davis, a marketing keynote speaker, is a void between what you know and what you want to know.

This gap (not perceived, but very real) creates an itch which puts your customer/reader on a path to find answers, aka they want to scratch that itch and feel good.

While clickbait headlines do essentially the same, they lack in providing a concrete answer, meaning there is no feel-good response.

To use the curiosity gap correctly, provide your readers with sufficient information in the article in line with the headline.

Below is a snippet from CNN's Travel section where the journalist covered Qatar's growing islands. Notice how she likens the beauty of the islands to Venice and uses the reference of the desert in the same sentence to strike curiosity.

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