Feel it?
You’re still reading so you must feel it...
The curiosity, the desire to know.
Curiosity is a potent motivator.
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Curious people click and read or listen or watch. They pay attention — and that gives you a chance to persuade.
And that’s all we can really ask for as advertisers.
So knowing how to create curiosity is one of the most important #copywriting and #marketing skills you can develop.
And here’s a proven way to do it in your headlines:
Step 1 👉 Make a valuable promise (i.e., “how to get anyone’s attention”)
Step 2 👉 Tease the value (i.e., “how”)
Step 3 👉 Embellish the benefit (i.e., “anyone’s”)
For example…
Here’s a curiosity headline/subhead from master #copywriter, Joe Sugarman:
— — —
“Vision Breakthrough:
When I put on the pair of glasses, what I saw I could not believe. Nor will you.”
— — —
Step 1: Make a promise 👉 “Vision Breakthrough:”
Step 2: Tease the value 👉 “When I put on the pair of glasses...”
Step 3: Embellish the benefit 👉 “...what I saw I could not believe. Nor will you.”
This headline belongs to Sugarman’s famous BluBlocker print ad from 1987:
The curiosity headline/subhead from Joe Sugarman’s $20 million BluBlocker print ad 👆
Back then, it sold $20 million worth of sunglasses.
And every sale started the same way, with the same feeling you felt at the start of this post.
LEARN TO PERSUADE
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Hey there, thanks for reading. :)If you want more “micro” content, feel free to explore 100s of articles, interviews, courses, and series — all free. Enjoy!Eddie Shleyner
VeryGoodCopy, founderP.S. If you like VGC, you’ll love VGC Plus. Instantly unlock every post right here. 