Marketing Secret #28
The Most Important Emotion To Create If You Want People To Respond To You!
Want to know what is the single most important element that creates massive lead generation?
Before I give you the answer, I want to give you some examples from other media sources that know how to use this Secret very, very well.
I’ll bet you have seen or heard these types of things before:
Credits from Home and Away are rolling on the screen as the announcer says, “Breaking news! Terror attacks brings Paris to a standstill! Details coming up on Channel 7 News, next!"
Cover of Women's Weekly says, “Slim by Summer,” Ten Ways To Relieve Stress,” “Get Organised Now!”
Radio Announcer says, “This month’s Business Report reveals which CEO’s took the most money with the worst corporate performance! Is your boss one of them?”
And so on. Figured it out yet?
Yes… I am showing you teasers.
Teasers are necessary for publishing or broadcasting to generate something that every one of us has deep inside us. Curiosity!
Think about why news and publishing media use these teasers. Is it because they feel they are “professional” statements? No, I don’t believe so.
The reason they use them over and over and over again is that they:
Get responses like crazy!
They know something that most advertisers and marketers have zero clue about. They know, if someone is curious, the person will be compelled to take some action in an attempt to satisfy their lust for nosiness.
Curiosity killed the cat, right?
Imagine how powerful your copy could be, where people are ripping open your message with their teeth to find out what it’s all about.
Do you know what Reader’s Digest does for every single issue they publish, to build up the most curiosity possible?
They pick their stories months in advance and assign titles for the Table of Contents. Then, they hold focus groups to pick from more than a dozen titles to put on the paper cover that you see on top of each magazine.
For example, if a story is called, “Lower your weight by reducing your fat!” they will probably end up with a cover title something like, “Amazing fat loss diet!” or “Six steps to quick weight loss!"
The point is that the real title is too “professional” to get much attention. So, the people at Reader’s Digest know they have to tease you so you'll pick up the magazine at the checkout counter. Keep in mind, Reader’s Digest is one of the most successful publications in the world. So let’s listen to their wisdom!
So, what do we have to do to create this curiosity? Actually, the list is endless, but some good examples would be:
- Print ads, billboards, and postcards
- Telemarketing and cold calling
- Customers newsletters, audio and video teasers.
Yes, this is old school but it still works. Because this isn't about the platform, it's about building the curiosity.
Can you think of other things that might stimulate curiosity like:
- Testimonials that tell what you did, but not how you did it?
- Seminars that show what can be done, but not how you do it?
- Articles that talk about what can be done, but not how to do it?
- Telling professionals in related fields what you do, how many clients you get, making them thirst to find out, but not telling them how they can do it?
- If you’re in sales – speaking at a meeting and explaining what that group should be aware of, but not how to accomplish it?
There are a number of things you can apply that create curiosity for your clients/customers. Remember you are truly helping people while luring them at the same time!
Want to learn how you can create more curiosity in your content? Book a 15 min Complimentary Call to find out how Your Marketing Machines can help you!
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