The N400 brainwave is activated when the reader encounters mistakes or ironic material in writing. It also occurs when a sentence is semantically incorrect or when you listen to a song and the words all rhyme and you are expect the next word in the sentence to fall in line, but it does not. An online writer could use this knowledge to increase reader interest and a professor of video training tapes might use it to increase comprehension.
For an online writer I would say if you really want to hook, line and sinker the reader from an online article into click thrus to a website from an article, the writer should incorporate new information, which is shocking and startling because it is not what one would suspect.
I recommend that authors use this technique to gain interest along with and in addition too curiosity to drive traffic, which seems to be the goal of article writing and of a good percentage of the writers who participate in the online writer venue. Works for me, I use this technique in many of my articles, today I have: 1,127,064 Article Views listed on this site alone; estimate 10 million with all the articles, which have been picked up all over the Internet now; my website Traffic counter thru the roof.
It is amazing to me that people on the Internet resort to fraudulent enticement, when all they have to do is work with the reader to draw interest, insight curiosity and induce the N400 brainwave. I think that is why I like EzineArticles.com so much, this is where the ethical article writers hang out. If you are an online writer and use your writing to drive traffic to your website then you should consider this in 2006.