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How, why and hyperbole | Seth's Blog

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There are three trends in copywriting that have been so overused they should now be avoided. The first two: Headlines with “why” for articles that don’t actually explain why. Headlines with “how” that don’t really teach you how. Explaining why is difficult, which is where the value lies. People would like to understand things that confuse them, so they search for ‘why’ or click on it when an apparently reputable source promises the answer. Even major newspapers are discovering that this is a fine way to get attention. Alas, it’s not a promise that’s easily kept. And ‘how’, which should be a simpler promise to honor, falls into a similar trap. With the rise of AI and LLMs, these headlines have gone from fake promises to redundant. We can simply ask an AI for the How and the Why and we’re likely to get better insight than a content farm can offer us… so the few trusted brands that are left ought to make these promises more carefully. The third trend is becoming more pernicious. I got an

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