In 1923, Claude Hopkins, one of the greatest copywriters who ever lived, wrote about the idea of using psychological triggers in advertising to increase sales. Hopkins concluded in his renowned book
Scientific Advertising that “Human nature does not change“…”In most respects, Human Nature is the same today as it was in the time of Caesar”. What he was saying is that we don’t have to change the way copy is presented because the psychological triggers that induce people to buy are perpetual.
Curiosity is considered the strongest human emotion. As Carl Sagan and Ann Druyan write in Shadows of Forgotten Ancestors: A Search for Who We Are, “A passion for discovery is hardwired. It’s something we like to do for its own sake, but it brings rewards, aids survival, and increases the number of offspring”.
Copywriters learn to use curiosity as a stimulus to increase sales. This copy involves two aspects. The first is the prior level of involvement that the audience has with the product. If the involvement level is high, then the audience is curious from the beginning. The headline need only present some news of interest regarding the product.
For example, A Headline stating a problem about the PS3 having major glitches in the software would invite millions of readers to find out the problem. The audience is already involved in this product. Sony has already sparked the interest in this product. Consumers are already in a frenzy to purchase the product. Your headline creates curiosity about an already popular topic, and the attention of your prospects is assured.
However, if the product is new and the target audience is not involved, it becomes more difficult to engage them in the Headline unless you use words that will involve their curiosity i.e. “New Discovery Reveals”, or “Uncovered Mystery Dispels”, etc. So the words used in the copy arouse the curiosity of the audience. However using the “unanswered question” to arouse curiosity can be a two edged sword.
One advertiser used curiosity to increase market share by offering a round teabag with the question…”why is it round?” This question created a level of curiosity in the readers. The audience wanted to know whether a round teabag delivered more flavor? The readers asked themselves about the advantages of a round teabag versus a square one? Even without posing the question, the advertiser increased the curiosity factor for their product.
The reverse result of using curiosity in advertising incorrectly (imho) was an advertisement for the New Infiniti. The advertisement for the New Infiniti showed beautiful nature scenes and played soothing music in the background. The initial reactions to the ads were “what does the car look like? Thousands of curious consumers flocked to the Infiniti dealership to see the car. The car was not available in the showrooms.
So thousands waited by the TV to see the unveiling of the new car…. The curious waited and waited… The unveiling took too long, they strung it out- and consumer’s replies came through loud and clear… At this point we don’t care what the car looks like. We’ll buy the red BMW!
Curiosity is a good motivator because it involves more than one aspect of the human psyche like sex, greed and self-preservation. Curiosity can lead readers into an impulse buy for immediate gratification. However, the copy must resolve this curiosity search in a satisfying way or the reader leaves the page frustrated and resentful.
J.G. Hostlerberg is a top freelance copywriter working together with two other top hired-gun direct response copy pros to educate fledgling copy cubs in the art and science of copywriting. For killer conversion copy training, and hundreds of secret tips and tricks of the copywriting profession, go to http://www.copywritingshop.com/ and get signed up with our soon to be launched training, http://www.GoCopyThis.Com for the chance of a lifetime!
Tags: advertising, copy, copywriter, copywriting, direct-response, freelance, marketing
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