Feel it? 

You’re still reading so you must feel it...

The curiosity, the desire to know. 

Curiosity is a potent motivator. 

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:  

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, founder

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