Want your web content to work better? Try saying less.
Think about the novels, movies and TV dramas you love. Information is artfully left out. The omissions create gaps that you feel compelled to fill. Your brain engages. Your emotions intensify. You’re hooked.
You willingly invest 30 minutes. An hour. Two hours. Twenty hours to reach a resolution. To see if you were right.
Good stories create gaps and build suspense. What have these stories left out?
