What is the most powerful, irresistible, GUARANTEED way to get
customers interested in your product or service?
Did you guess "low price"? Wrong. Do you think it's "free?" Try
again. "Guaranteed"? Sorry -- wrong again.
The answer is simple, but some of the most brilliant copywriters
in the world aren't "keyed in" to this #1 consumer magnet, so
don't feel bad if you don't know what I'm talking about... yet.
You will. The fact is...
Not one in a thousand marketers is familiar with the powerful
copywriting appeal that YOU are about to master.
So what is it that makes a consumer go wild with interest and
beat a quick path to your door? Before I give you the answer, I
want to give you some examples from other media sources that
know how to use this amazing appeal very, very well.
As you read these headlines, ask yourself what they have in
"Tonight at 11PM, we'll take you behind-the-scenes at the
Britney Spears concert."
"Secrets to Landing and KEEPING your man."
"Baby Alien Photos the Government Doesn't Want You To See."
Have you figured out the key concept that's at work here? Is
your finger on the button ready to "buzz in" with your answer?
Congratulations, you right -- the headlines above are TEASERS,
guaranteed to speak to every Nosy Rosy out there.
The Science Behind the Art of the Tease
Publishing and broadcasting professionals know that teasers tap
into a deep, primal emotion that exists deep inside all of us.
A teaser bypasses the brain and speaks directly to your...
Yup, whether you want to admit it or not, we're all "cats" at
heart when it comes to curiosity. Our whiskers start twitching
and we have to start investigating whatever it is that has
caught our interest. We want to know... we HAVE TO KNOW... more.
And where curiosity goes... sales are soon to follow!
Teasing is Pleasing
Think about why news and publishing media use these teasers. Is
it because they feel they are “professional” statements of the
corporate identity? No, I don’t think so.
The reason the media loves teasers and uses them over and over
and over is that they...
Get Response Like Crazy!
Broadcasters and publishers are hot on the trail of a technique
that most marketers have no clue about. Media smarties know that
if someone is curious, the person will be compelled to take some
action in an attempt to satisfy their lust for nosiness.
Reader's Digest Gets It Right
Let me tell you 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 to them...
titles for the Table of Contents.
The titles are for the table of contents, but the Digest team
brings in focus groups to pick from more than a dozen "special"
titles to put on the paper cover that consumers will see on the
magazine standing in line at the supermarket. And you can bet the
farm that the titles they choose have been created to generate
For example, if a story is called, “Exercises you can do to lose
weight.” They will probably end up with a cover title like, “How
to Burn Off Fat Fast!” or “Eat the Foods You Love, Lose the
Weight You Want!" or “The Amazing Secret to Rapid Weight Loss."
The people at Reader’s Digest know they have to tease you to get
you to pick the magazine at the check out counter. Does this
strategy work? You decide:
Reader’s Digest is one of the most successful publications in
The Itch They'll Want to Scratch
Everybody’s nosy, and everybody wants to be “let in” on something
they think other people know. Even more, we love to know what we
think other people DON'T know.
When we Quick-Turn Marketers have sufficiently stimulated a
consumer's curiosity, he/she is suddenly driven by a primal urge
and ready to follow our every instruction. A consumer will do
anything to avoid feeling like "the last to know."
And when a consumer is willing to follow your instructions,
there's no better time than that to start selling!
Your marketing sifu*,
P.S. If you re-read this letter, you'll see that I used
curiosity at the very beginning to whet your appetite. (Sneaky!)
* A "sifu" is a teacher (See, you learn something new every