We have competition. It’s called the Internet. And it’s changing the way people read, or don’t read, our content. It’s harder than ever to create impactful content for audiences suffering from information overload.

Here’s the backstory: Clickbait may have been around for over a century (at least according to this version), but its supercharged new identity is completely internet-enabled. The moment someone figured out that lots of clicks meant more online ad revenue, getting traffic became a key priority, trumping telling the truth, providing meaningful information, or adding any kind of value.

Clickbait works by indulging our worst impulses: immediate gratification with very little work. We compulsively click on headlines like “Never Eat This Food” despite rationally knowing that the actual piece will be sensational at best and completely off-topic at worst.

And the worst thing is that we are all in this together.

As Derek Thompson writes in The Atlantic,

“Media companies are desperately trying to get your attention and the headline tropes you see the most tend to be the headlines readers click on the most. they explain everything and startling truths, and you know exactly what’s going to happen next.

As writers, clickbait makes our job very difficult by spamming the playing field until people see useless content through the pores. In such an environment, it is incredibly difficult to write high-impact content that is also ethical and adds value. But there are ways to do it.

know your audience

Don’t write general things that try to appeal to the widest possible audience. Instead, write for specific audiences. Who are they? Where are they? What unites them? And, most importantly, what do they want to read? Once you have an audience in mind, try to understand what their pain points are. A pain point is basically something your audience is looking for a solution for. Once you know what answers people want, you can deliver relevant content that people actually read.

Take this very site, for example. It is not intended for everyone between the ages of three and three hundred years. It is not intended for zookeepers or racing drivers alike. Rather, it is a place for writers to talk about writing and the challenges associated with the creative process. Content that talks about writing and offers value to writers will work well here.

go very specific

Have you ever put the first word of a Google search and read what comes up in autocomplete? That just tells you that a) people are wonderful, diverse beings who often ask Google some pretty weird things, and b) a lot of search queries are very, very specific.

So what if you wrote something about a very specific topic that people were searching for?

Here’s an example: There are a million gardening bloggers who write about bougainvillea. If you write a generic article about that beautiful plant, your article will be completely lost in the cracks of the internet, drowned out by thousands of others.

But if you wrote a specific remedy that protects bougainvillea against a specific fungus, you’ll get a loyal group of gardeners fighting that problem to hang on to your every word. Plus, they’ll come back and read other gardening articles too.

Being very specific also works well with Google rankings, meaning your content appears higher and attracts more eyes.

Give the people what they can handle

Readers want different things. Some have very little time and just want to skim. Others want a little more. And still others want an in-depth analysis. The best way to create impact is to give all these readers exactly what they want.

How? Through the convenient bite, snack and meal approach. It’s a food metaphor where your menu (or item) has dishes that satisfy all levels of hunger, leaving the choice to the customer (or reader).

  • The bite

Just a taste. For readers who just want the bottom line and quick, summarize

everything you’re saying in a headline and a blurb that carries your key message.

  • A sandwich

A little light something. For readers who have a little more time but are unlikely to dive into a “War and Peace” length article, create a paragraph with your main talking points.

  • Food

A main dish for readers with an appetite. Give a full, hearty meal to those hungry for your words, going into a bit of detail, offering supporting evidence, and adding as much value as you can. But remember, keep things simple, because simplicity in writing often creates the best impact.

Just as a restaurant menu brings all of these options together, your content should have all three options in the same place, with a headline and ad at the top, the main plot presented in depth, and a short summary at the end. Then, let the reader choose.

Creating a big impact may not be the easiest thing in the world, given the cacophony that surrounds our readers. But it can be done. Happy writing!