The power, the force, the overwhelming urge that causes people to spread the word about your content comes from the consumers of the content themselves, and not from your copy.
Copy cannot create desire, it can only take the hopes, dreams, fears and desires that already exist in the hearts of a mass of others, and focus those already existing desires onto a particular piece of compelling content you hope to see go viral.
This is the blogger’s task: not to create desire—but to channel and direct it.
The above is an adaptation of the opening paragraph of Breakthrough Advertising by Eugene Schwartz, which many consider to be the Copywriting Bible. The original text naturally refers to channeling mass desire to a product, and how an advertiser can never create desire; he can only take advantage of desire that’s already there.
When it comes to social media marketing, the same concept holds true for attracting attention and traffic as well. It’s all about the psychology of existing needs and desires, and finding a way to speak to them.