The image you build in your market affects whether prospects become customers, whether they return or send their referrals and whether they feel your value aligns with your pricing. As you build this image, you also want to avoid anything that would damage your reputation.
For example, if your trucks drive recklessly through town, that could reflect poorly on your image. If your Social Media posts try humor that some find offensive, your image might take a hit. Or if your online ads tease to get a click but do not deliver on the promise at the link, you lose credibility. That’s the problem with clickbait.
As Merriam-Webster explains, clickbait is “something (such as a headline) designed to make readers want to click on a hyperlink especially when the link leads to content of dubious value or interest.” Just to be clear, “dubious value” is never good for your image.
With these ads, there’s a tease that taunts your curiosity, and you’ve got to see for yourself. Like: “I just wanted to lose a couple of pounds. What happened next changed everything.”
But the content at the link doesn’t back up the headline. Which annoys and damages credibility. To be sure, curiosity is good for ads. For example, “7 things to do now to save energy” is a claim you can make for a click and back up at the link. Just don’t break the promises your headline makes.