Another great wrestling marketing idea is the swerve, for those of you unaware of the term:
Swerve A sudden change in the direction of a storyline, to surprise the fans. Often, it involves one wrestler turning on an ally in order to join a supposed mutual enemy. Swerves frequently start feuds between the former allies. Also, when a booker leads fans to believe that something is going to happen (or someone will appear) at a show, before doing something entirely different.
Writing a head-turner does not mean you suddenly change your point of view on something unless you have suddenly realized you were wrong. No, the Swerve is making it sound like you are changing your point of view but then using it as a “learning moment” for your readers.
What is a Swerve ?
An example of veering in my writing is In Defense of Pay Day Loans, which if you read the title, you’d think I had completely abandoned my visceral hatred of the payday loan industry. Still, if you read the article, I haven’t changed my point of view. I am trying to get folks’ attention. Sometimes it’s helpful to get people’s attention with a cheap trick, but remember, you can’t do too many of this kind of article, or they lose their shock value.