Study published at JSTOR found that curiosity plays an important role in engaging customers. Identifying processes of curiosity resolution and its impact on consumer motivation and learning, the data revealed that curiosity-generating advertising strategy does increase interest and learning relative to a strategy that provides detailed product information. Consumers who are directed to curiosity-advertising did spend more time studying/learning the product or service, resulting in better and more focused memory and comprehension of new product information.
See also: Push and Pull Marketing — The Benefits and Drawbacks for Your Business
Are you ready to make people curious? Let’s get started…
#1 USE Friendly tone when sending emails, content, or anything
Friendliness is the paramount strategy to make customers like you. Having a friendly trait shows confidence and cordiality, thus, making other people feel more relaxed. Friendliness will not only benefit you in your daily life as it also works best when handling customers or when you try to sell something to consumers.
When it comes to marketing, Ian Brodie’s research revealed that showing a sense of strong bond and friendliness in subject email or message boosts the chance of customers opening and clicking your page. Testing his own marketing strategy, Ian tried to change his “every day” email subjects to a more friendly tone such as, “Sorry, meant to send this email yesterday”. The results showed that email with plain subject gets 32.3 percent / open rate, while the email with a curious subject line had an open rate of 36.7 percent. That is a 13 percent increase at 99.9 percent significance.
Ian suggested using the following opening lines in your marketing.
- Casual language such as Oops, Sorry, or (Hey!)
- Schadenfreude subject is a morbid interest that people have in other people’s misfortune. For instance, “My WORST Sales Marketing Ever” or “The Big Disaster of ME”.
- Using adjectives such as strange, unusual, surprising, secrets, and more.
- Using demonstrative words such as this, that, these, those, etc.
- Linking to famous people. For example, “What Jeremy Clarkson Taught Me About Marketing”.
- Linking to off-beat subject lines such as “Dripping Blood, Sponges, What on Earth is He Talking About?” or “Dripping Blood, Sponges, and Something You Might be Missing.”
- Using numbers that works like “5 Marketing Tips Stolen From My Local Coffee Shop.”
#2 It should be a good and authentic copy-writing/sounding
Everyone loves rare authentic things – something valuable that sparks their inner curiosity. That said, it is better to use your own self-marketing words than copying from others. In this strategy, however, you should know exactly who your customers are. What are their interests? Why do they visit your page? Do they stay there for reading or listening to your story? To know your customers, you can always try the survey method or you can learn from customers’ behaviours.
After that, you should use your own wording to ignite customers’ curious side. This means as a marketer, you should possess the skill of authentic copywriters, individuals who use their own words to sell things which at the same time, make the product or service different from others. Here is a recommended Facebook group where you can learn and discuss copywriting strategy with other like-minded copywriters.
#3 You should stay in your consumer’s demographic
The last but not least strategy is to always remember your consumer’s demographic. This is the least fundamental strategy to reach RIGHT consumers.
For example, if you are based in Singapore, sending subjects with deep and important information about the lion country would be best. If you’re based in Singapore and your customers are millennials working group, things that interest them would be good work-life balance or why and how technology can change their life in the future.
We think those are the three most vital curiosity boosters. Do you have any more suggestions? Feel free to comment on our social media page: LinkedIn, Facebook, or Twitter.
Read also: Why You Should Adopt Omnichannel Marketing