Curiosity generates attention and action. Want to generate interest and motivate prospects to take action? Awaken their curiosity!
Direct mail marketers use curiosity to get you to open the envelope and read the sales pitch. A tantalizing statement on the outside of the envelope makes you want to know what is inside. Great marketers take it further. The direct mail packages for books published by Boardroom Publications offer exciting news and benefits, with the page numbers where you can learn the details. Of course, to get to those pages, you have to first order the book from them. They get lots of orders from people who want to look up the information they were teased with in the ad.
Get customers itching to know more by engaging them in these ways:
Make an outrageous statement that causes them to wonder about who you are and why you think that way.
Start a story that makes them want to know more. One of the most famous headlines in advertising is, “They laughed when I sat down at the piano but when I started to play! –” John Caples wrote that headline more than 75 years ago for a mail order piano course. The ad was amazingly successful, and has been copied by marketers selling a wide range of products and services. A recent radio ad for a language course started out, “They laughed when I said I would order in French . . .” The speaker then goes on to confidently speak in French.
Ask a provocative question that makes them think. A question on the cover of a brochure or outside of an envelope can get readers to keep reading.
Use pictures. Photographs attract the eye and capture attention. Using photographs in advertisements increase interest. Want readers to click on a link in an email or on your Web site? Add a picture, perhaps with a caption such as, “What are these people doing?” That simple action will multiply your click through rate.
Offer a puzzle or a riddle. Customers will want to know the answer.
Test readers with quizzes. Magazines know that quizzes are irresistible. Humans love to take quizzes, whether about trivia or to learn something about themselves, such as “What kind of mate are you?”
Be random. Flickr.com allows you to browse a random assortment of recently-submitted photos. When you see a photo that catches your interest, you can click on a link to see other photos by the same person. Displaying random images, quotes, or other information can get Web visitors clicking and keep them exploring your site.
Tantalize them with a chance to get something free, learn something new, or get something more.
Leave them wanting more, but with a call to action. Tell them how they can satisfy their curiosity by scheduling a consultation, reading your book, visiting your web site, coming to your workshop, or whatever it is you want them to do. Then, deliver what you promised.
Use your customers’ natural curiosity to draw them to you.