Accismus is a rhetorical device that involves feigning disinterest or rejection of something while actually desiring it. This clever technique can be a powerful tool for copywriters, particularly when crafting compelling headlines that capture attention and provoke curiosity. Let’s delve into how to wield this device effectively in your copywriting arsenal.
What is Accismus?
Accismus derives from the Greek word “akkismos,” meaning the act of pretending to refuse something that one actually wants. In essence, it’s a form of irony where the speaker outwardly dismisses an offer, yet the underlying message conveys a strong desire for it. This device plays on the psychology of desire and curiosity, making it an excellent choice for engaging readers.
Example of Accismus
Consider the headline: “I Couldn’t Possibly Eat Another Slice of Cake… Oh Wait, Is That Chocolate?”
At first glance, the speaker appears to reject the idea of eating more cake, but the playful tone and the mention of chocolate reveal a hidden craving. This headline draws readers in by creating a sense of intrigue and indulgence, effectively using accismus to highlight the allure of the cake.
How to Use Accismus in Headlines
- Create Intrigue: Use accismus to pique curiosity. By suggesting that something is undesirable, you can make it more appealing. For instance:
“I Don’t Need Another Pair of Shoes… But These Are Just Divine!”
This headline implies that the shoes are so irresistible that even the speaker, who claims to be uninterested, is tempted. - Engage Emotion: Accismus can evoke emotions like humour or nostalgia. A headline such as:
“I’d Never Watch That Movie Again… Unless It’s on a Rainy Sunday!”
Here, the rejection of the movie contrasts with the comfort of a rainy day, tapping into the reader’s emotions and experiences. - Subvert Expectations: Use this device to challenge assumptions. For example:
“I Don’t Want to Improve My Life… But This Guide Might Change Everything!”
This approach creates a playful contradiction, encouraging readers to explore the guide despite the initial dismissal.
How Not to Use Accismus in Headlines
- Avoid Overdoing It: If the accismus feels forced or insincere, it can backfire. A headline like:
“I Don’t Care About Fitness… But This Workout Will Transform You!”
may come off as disingenuous, leading readers to question the authenticity of the message. - Be Cautious with Tone: The tone must align with your brand. If your brand voice is serious, using accismus might seem out of place. For instance, a headline such as:
“I Couldn’t Care Less About Saving Money… Unless It’s This Amazing Deal!”
may clash with a brand that prides itself on professionalism. - Ensure Clarity: While ambiguity can create intrigue, too much can confuse readers. A headline like:
“I’m Not Interested in Learning… But This Course Is Life-Changing!”
risks losing the audience if they don’t immediately grasp the intended message.
Using accismus in your headlines can be a delightful way to engage your audience, inviting them to explore what they might initially dismiss. By understanding how to wield this rhetorical device effectively, you can create headlines that not only attract attention but also resonate with readers on a deeper level.