People are curious. But if your sales copy satisfies them completely, you may never hear from them again.
So leave a little mystery alive and kicking–something unsaid that they still want to know. In public speaking terms, the sound bite for the curiosity trigger is “Always leave them wanting more.”
This trigger can be tricky. If you misuse or abuse it, you can end up ticking off your target audience. But when it’s done skillfully, your phone will start ringing (or whatever else you want your prospect to do will get done).
Examples of the curiosity trigger, used skillfully…
“In the next few minutes you’re going to learn three of the best secrets to writing copy that converts browsers into buyers…”
“Unless you’ve been living under a rock for the past twenty years…”
“If you’ve read this far, you know there’s still more to learn about____. Provide your email address and I’ll make sure you know the rest. (And don’t worry. I won’t abuse your email address or share it with anyone else. I hate spam as much as you do.)”
The curiosity trigger can be used in lots of ways…
Show but don’t tell. (Show a captivating, curiosity-provoking image with no accompanying copy, or too little copy to fully satisfy the reader’s curiosity, plus a link to find out more.)
Tell but don’t show. (“What happens in Vegas stays in Vegas.”)
You get the idea, so I’ll take you on a different adventure next…
(There’s that curiosity trigger at work again!)
