Is Drama so very vital in creating attraction? Drama is all very fine, but only provided you can create either a set of connectors, or disconnectors. Drama for drama’s sake (remember the ‘running nude down the street‘ post), may work once, or twice, but then loses audiences. So if you’re driving a blog post or an article or any communication–drama is vital. But heck, you don’t have to go for 1000 words before heading back to the main piece. A skilled writer/speaker can dart back and forth many, many times and still keep interest with connectors and disconnectors.

An example of a disconnector could be something that’s completely detached or opposite to what’s being represented in the headline:

Example
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Headline: The Logical Case For Increasing Your Prices
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Let’s do something really, really stupid.
Let’s avoid increasing your prices. Let’s actually decrease them.

By a whole 50%.

So instead of earning $50 per hour, you actually start earning a measly $25.Then just for good measure, let’s reduce your prices by another 50% to $12.50 an hour.

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Now that’s a disconnector, because the article started with ‘the logical case for increasing prices’, but if you read the complete article on pricing, you’ll see how the connector quickly steps up to the plate.

And since we’re rambling about connectors so much, let’s take an example of a connector.
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Headline: What The Second Law Of Physics Has To Do With Your Success
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You often wonder why you can’t get things done and why success seems to be a little late in coming. There’s a precise reason that has something to do with you zzzzzzzzzzzing in the physics class.

Huh?

What’s physics got to do with marketing and business?
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In a matter of seconds you can fly from connectors to disconnectors. And indeed, create intense drama. Attraction is a precise skill. Sure ’tis meant to get you to read, consume, whatever…but attraction can go pretty haywire and not get results.

And hey, if it’s results you’re after, then you can’t simply attract for attraction’s sake.

Sean