Blog Ladder-Jumping

aha light bulbHow can you jump off a 35-foot ladder onto solid concrete and not hurt yourself?

Where can you find rivers with no fish, roads with no cars, seas with no ships, and towns with no people?

These riddles are two of 150 brain training challenges in Parragon Books’ Professor Murphy’s Brain-Busting Puzzles & Riddles. (Psst: You jump off the bottom rung; on a map.)

As psychologists Sternberg and Davidson explained in Psychology Today, the thinking involved in solving puzzles is a blend of imaginative association and memory. Finding out the answer to the riddle produces an Aha! effect. What’s more, the researchers commented, once the answer to a riddle is understood, the memory of it remains much more permanent because it is unexpected.

As a blog content writer, I’m always fascinated by what makes certain word combinations pack more power than others. Could it be because the reader needed to go through more of a thinking process to figure out the meaning?

Reminds me of something that humorist Dick Wolfsie teaches. In order for a joke to be funny, he explains, the person listening to the joke or reading the joke has to figure things out!  The laughter is the reward that the listener or reader gives himself for having figured out what the punch line is really saying.

It may be that the same concept applies to the material presented in our business blog content writing, and that, for the blog to cause real communication, it must produce that Aha! effect. People go online and use search engines to find information.  They need to know more about something, and that something has to do with what you have, what you know about, or what you know how to do.
Needless to say, your blog content needs to be on topic and understandable. But, just as is true of Professor Murphy’s riddles, when people do part of the “work”, they’re more engaged and the information is more likely to “stick”!



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