Last month, I had a post about a type of theory that is, in a certain sense, “immune to gravity”. These theories don’t allow you to build antigravity machines, and they aren’t totally independent of the overall structure of space-time. But they do ignore the core thing most people think of as gravity, the curvature of space that sends planets around the Sun and apples to the ground. And while that trait isn’t something we can use for new technology, it has led to extremely productive conversations between mathematicians and physicists.

After posting, I had some interesting discussions on twitter. A few people felt that I was over-hyping things. Given all the technical caveats, does it really make sense to say that these theories defy gravity? Isn’t a title like “Gravity-Defying Theories” just clickbait?

Obviously, I don’t think so.

There’s a concept in education called inductive teaching. We remember facts better when they come in context, especially the context of us trying to solve a puzzle. If you try to figure something out, and then find an answer, you’re going to remember that answer better than if you were just told the answer from the beginning. There are some similarities here to the concept of a Zen koan: by asking questions like “what is the sound of one hand clapping?” a Zen master is supposed to get you to think about the world in a different way.

When I post with a counterintuitive title, I’m aiming for that kind of effect. I know that you’ll read the title and think “that can’t be right!” Then you’ll read the post, and hear the explanation. That explanation will stick with you better because you asked that question, because “how can that be right?” is the solution to a puzzle that, in that span of words, you cared about.

Clickbait is bad for two reasons. First, it sucks you in to reading things that aren’t actually interesting. I write my blog posts because I think they’re interesting, so I hope I avoid that. Second, it can spread misunderstandings. I try to be careful about these, and I have some tips how you can be too:

1. Correct the misunderstanding early. If I’m worried a post might be misunderstood in a clickbaity way, I make sure that every time I post the link I include a sentence discouraging the misunderstanding. For example, for the post on Gravity-Defying Theories, before the link I wrote “No flying cars, but it is technically possible for something to be immune to gravity”. If I’m especially worried, I’ll also make sure that the first paragraph of the piece corrects the misunderstanding as well.
2. Know your audience. This means both knowing the normal people who read your work, and how far something might go if it catches on. Your typical readers might be savvy enough to skip the misunderstanding, but if they latch on to the naive explanation immediately then the “koan” effect won’t happen. The wider your reach can be, the more careful you need to be about what you say. If you’re a well-regarded science news piece, don’t write a title saying that scientists have built a wormhole.
3. Have enough of a conclusion to be “worth it”. This is obviously a bit subjective. If your post introduces a mystery and the answer is that you just made some poetic word choice, your audience is going to feel betrayed, like the puzzle they were considering didn’t have a puzzly answer after all. Whatever you’re teaching in your post, it needs to have enough “meat” that solving it feels like a real discovery, like the reader did some real work to solve it.

I don’t think I always live up to these, but I do try. And I think trying is better than the conservative option, of never having catchy titles that make counterintuitive claims. One of the most fun aspects of science is that sometimes a counterintuitive fact is actually true, and that’s an experience I want to share.