Curiosity, used properly, can dramatically increase the conversion rate, sales and profits of your direct response advertising.
Curiosity can be as effective as using traditional customer benefits, and sometimes even more so.
When copywriting combines these two together –curiosity and customer benefits– it can increase the response rate of advertising exponentially.
Curiosity is extremely powerful because it is based on peoples insatiable desire to know the unknown, to discover the answer, to close the open loop, and to to finish the story.
In fact, storytelling itself, which is the oldest form of effective communication, uses curiosity as its key feature.
Curiosity can be used on many parts of the advertising structure, including:
#1. Curiosity about the story idea: How A California Mom Ended Her Digestion Problems With An Old Secret She Learned In Japan
#2. Curiosity about the mechanism name: How A 7-Second Body Push Technique Is Ending Digestion Problems For People Worldwide
#3. Curiosity about the name of an ingredient in a supplement: How This Natural “Deep Sea Cleanser” Is Ending Digestion Problems For People Worldwide
The key to using curiosity effectively to increase sales from your copywriting is NOT to reveal the actual details early in the advertising.
If you reveal the actual details early in the advertising, you have closed the curiosity loop and most prospects will be disappointed and will lose their interest.
This would be like revealing who the murderer is 3 minutes into a 60 minute episode of Law and Order, or who the villain is on page 10 of a 300 page “who done it” mystery book. You wouldn’t do that because people are not wired to like that.
The longer you keep talking about the curiosity aspects and its benefits, the more the desire builds, the more intensely the prospect wants what you are selling.
In fact, many of the most successful direct response sales letters, video sales letters and ads of all time and even today never, and I repeat never, reveal what the actual details of the curiosity item are. (You have to buy the product to find out.)
** The promotion that launched Boardroom Reports was “What Never To Eat On An Airplane”
*U* Bullets are like this – these tease the benefits with curiosity and benefits like “The household spice that can help you lose 10 pounds”
** Native online ads work 100% on curiosity like “the 2 healthy foods seniors should never eat”
** Even good brand advertising uses curiosity: “Come try out the new xyz sandwich – you won’t believe how different and delicious it tastes”
** Free bonuses work on curiosity; – “Order within 10 days and get a surprise mystery free bonus worth $30.00”
Curiosity in copywriting and advertising is proven to work great.
It can skyrocket your sales and income if used properly. That’s because it gets attention, elevates dopamine levels, arouses excitement, is fun, keeps people engaged and satisfies the inherent genetic need for completion and closure.
Copyright 2021 Mike Pavlish. All rights reserved. www.MikePavlish.com
