(Disclosure: I'm the author of the post in question)
So why did I use the "Read on" tactic?
Answer: To circumvent an objection. I felt that an objection would be raised after that story. So I added that sentence so people would read further stories without being turned off.
Why do others use it?
Couple of reasons:
1. It builds anticipation. And its a form of subtle encouragement.
2. It shows that the piece is incomplete. Which improves the % of people who end up reading the entire article.
Similar tactics people use... good copywriters always end the page in the middle of a sentence - so people have to turn the page to know how the sentence ends. Magazines mention the page number right besides the headline on the cover itself.
The purpose of all these tactics: prevent people to drop off in the middle of an article and get them to finish reading the entire piece!
So why did I use the "Read on" tactic?
Answer: To circumvent an objection. I felt that an objection would be raised after that story. So I added that sentence so people would read further stories without being turned off.
Why do others use it?
Couple of reasons:
1. It builds anticipation. And its a form of subtle encouragement. 2. It shows that the piece is incomplete. Which improves the % of people who end up reading the entire article.
Similar tactics people use... good copywriters always end the page in the middle of a sentence - so people have to turn the page to know how the sentence ends. Magazines mention the page number right besides the headline on the cover itself.
The purpose of all these tactics: prevent people to drop off in the middle of an article and get them to finish reading the entire piece!