I visited one of my favourite sites this morning – Dooce.

If you don’t know about Dooce yet her story begins with getting fired from her job in 2002 for blogging about her workplace.

I’m browsing through the site and I notice a new button on her menu bar called “Hate”.

I’m intrigued. I know that a lot of people disagree with her honesty about family life etc.

The navigation button called “Hate” is alluring – it makes you want to click on it – what’s Hate? Is it going to outline a procedure for letting her know you hate what she wrote? Is it going to be a sad story of how the hate ruins her day?

No, turns out it’s a clever way to turn a negative into a positive – literally.

Dooce has published her hate mail on a page filled with advertising.

Sure, some people might click back. But if you like Dooce and what she does then you’re probably going to give her a break and click on an ad.

I know I did.

Would love to know conversion rate on that page!

Related posts:

1. Affiliate Site Experiment

Filed under: Case Studies, Do good business online, Strategies