Tuesday April 11, 2017
When you try to raise curiosity in your potential clients, are you actually getting them interested, or just confusing them and turning them off?
There's a right way and a wrong way to build curiosity.
I recently participated in a #wattpad4 conversation on Twitter, where fiction authors congregate to discuss their craft.
While the conversation was focused on fiction books, one of the participants gave a piece of advice that applies very strongly to marketing:
"It's crucial that the opening line be CLEAR. Any questions the reader gets should come from genuine suspense, not confusion."
This is an excellent piece of advice, because it clearly and concisely explains the difference between good curiosity that makes people want more, and bad curiosity that gives them no reason to be interested.
Here are some examples of building suspense and desire vs. creating confusion.
Bad example: "In this article, I'm going to teach you the Shopping Mall Method."
Good example: "In this article, I'm going to give you a simple way to narrow down your ideal client, so you don't waste time and money marketing to the wrong people."
In the bad example, the reader has no idea what the Shopping Mall Method is, or how it's relevant to their lives. They have no reason to want to know more about it.
In rare cases, someone might check it out just to see what it is.
But if you're betting the success of your business on people having enough free time and idle curiosity to pursue every scrap of the unknown that they stumble upon in the vast, crowded internet, that's not a bet you're likely to win.
Bad example: Spend two hours with five top experts in this LIVE webinar!
Good example: In this two-hour webinar, five top success experts will tell you how each of them went from deep debt and abject poverty to making seven figures a year in six years or less!
In the bad example, you have no idea what topic the experts are speaking on, what you'll learn, or how you'll benefit from learning it.
In the good example, you know what the topic is and whether it's something you're interested in, and you know how your life can change for the better if you join this webinar.
It all boils down to a simple principle.
Whenever a potential client sees an ad, the title of a blog post, a webinar signup page, a website, or anything else that relates to your business, their first question is always the same: "What's in it for me?"
They may not use that exact phrase, but the principle still applies.
There are countless other things they could spend their time and money on, so if you want them to give you enough of their irreplaceable time to even see if your offer is worth spending money on, you need to immediately show them how your content or product is relevant to their desires and needs.
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