If you want to write a blog post that pulls your readers into your content instantly, curiosity is the answer.
You see, curiosity is an innate in humans, and every TV network, movie, blog, book, and other form of media takes advantage of it.
But it gets better:
What if I showed you how to use curiosity to increase your blog traffic, build an email list, and earn more sales?
Keep reading.
The Secret to Creating Curiosity: Information Gap Theory
When you write a blog post, how can you create curiosity?
George Loewenstein, a professor at Carnegie Melon University, came up with what’s called “the information gap theory of curiosity,” and it’s, hands-down, one of the best ways to create curiosity on demand.
Quite simply, curiosity, as defined by Loewenstein, is an innate human behavior that’s triggered when people feel there is a gap between what they know and what they want to know. (source).
Loewenstein then goes on to explain how this gap influences people to take action (aka buy your products, subscribe to your list, or share your article with their friends).
But the question remains: How can you do it?
How Curiosity Helps You Attract Subscribers and Sales
What’s the key to attracting leads and making sales online?
You must get attention and keep that attention.
As you know, your headline and image grabs attention. Curiosity, on the other hand, helps you keep attention.
I’ve said this before, but it’s important, so I’ll say it again. If you get people to read your first few sentences, they’ll read your entire article or sales letter.
And that’s where curiosity comes in…
Remember, when you create a gap between what people know, and what people want to know, they feel compelled to fill that gap.
So, if you want to pull people into your content, you should create that information gap early in your article.
Some people suggest you use curiosity based headlines because they work.
I, on the other hand, prefer to write curiosity-based introductory sentences.
How to Write a Blog Post That Piques Curiosity
When you’re staring at a blank document, the task of creating curiosity can be daunting.
So, how can you open your article or sales page up with a sentence that invokes curiosity?
If you’re teaching, like I do on Social Triggers, there’s a simple formula you can follow, and it almost always works. Here it is:
[New, Cool, and/or Hopefully Remarkable Thing] + [Desirable Outcome] = [Curious Reader / Viewer]
To use this formula, here are five templates for inspiration:
- How’d you like to learn about [new remarkable thing] that [desirable outcome]?
- Ever wonder how you can earn [desirable outcome] with [new remarkable thing]?
- There’s a way for you to [desirable outcome] with this [new remarkable thing].
- If you heard about a [new remarkable thing] that could [desirable outcome], would you be interested in learning more about it?
- The key to a [desirable outcome] is to make sure you use [new remarkable thing].
Couldn’t be easier, right?
What do you think? How do make your readers curious? Have you used the information gap theory to create persuasive messages before? Leave a comment!
Hi Derek,
after reading your Blog post, it gives me full clarity about writing a blog post that piques curiosity, now I know that using it is correct and thanks. Please can as well check my blog post to see if there is any criticism and surely I will be glad to hear it and make a correction if necessary
Good post that is really worthy to get guidelines to write a post that will make able to change views of readers. Thanks for sharing.
Great Post, Derek !
I saw the sixth template when reading your post :
“What if I showed you how to use curiosity to increase your blog traffic, build an email list, and earn more sales?
Keep reading. ”
What if I showed you how to use [remarkable thing] to [desirable result] ?
Is that true ?
Thanks again ! Great Post !
Yes and Yes! Do not ever underestimate the power of curiosity. Our Twitter feed is overflowing and everyone on Google is trying to get our attention. It’s more important than ever to stand out.
Great Article!
The biggest mistake i made I didn’t put any attention on curiosity. Peoples wanna read your articles because they are curious. It helped me. Thanks.
This is one of the things I struggle the most with in sales & writing.
Derek,
I have a question: do title posts with questions make people more curious about reading the article?
Thanks.
Mats
Yes, as long as the question evokes the questions that are also in the internal conversation of your ideal customer.
Hey Derek,
just a little note to say that I have read this post about twenty times now (for different articles) and every time I see a new angle to this. I have to admit the photo does a great job to pull me back into it each time. Great stuff, thank you a lot! I appreciate your work and your willingness to share!
Greetings from Germany,
Jantje
I love this! I love your posts. I got here from Pat Flynn’s site and this link could not have been more timely. Thank you so much for all of your helpful posts. I am going to try this out right away.
I love this! I love your posts. I got here from Pat Flynn’s site and this link could not have been more timely. Thank you so much for all of your helpful posts. I am going to try this out right away.
hi derek,
just bookmarked your post – awesome stuff. i´m going to try a curiosity headline for my next newsletter, will be really exciting.
thanks a lot!
Lets see if I can put this to the test….
Find out how Derek Halpern [New Remarkable thing] changed my business by giving me laser sharp focus with direct psychological insights into the minds of my reader [Desirable outcome]
How did I do?
I’m testing these headline and opening line ideas for one of my clients. Let’s see how they work.
That picture pulled me in this post)
This is right on point in gaining new clients. We know we have only 3 to 10 seconds to attract attention. Then we have to keep it. I learned this as a manufacturer’s representative my first day on the job with Scott Paper Company in 1979 when the trainers taught us the difference between a product or service feature (what it is or does) and the benefit (how it helps you). The benefit gains interest. The feature – merely a fact or factual statement about the product – is used to reinforce or prove the benefit. Far too many content producers try to overwhelm with facts. but until we are pulled into the conversation or article by something engaging to us personally, we could care less what the facts are. Lack of understanding of this costs companies millions in lost revenue every year.
Great post. I am going to give this a try on my next post and newsletter.
Thanks
I think I’ve used this a few times without actually knowing what I was doing. Now that I’m aware of this technique I think I can do it better. 🙂
Thanks, Derek!
I stumbled upon a link to your site through an email that I just received. This is good stuff. It’s in line with what Joe Vitale teaches in his Hypnotic Writing Book. I’ve bookmarked your site and will visit often. Thanks,
Dave
[…] the curiosity appeal increases your prospects desire to not only read your copy, but also take action to satisfy their […]
Just stumbled upon your site via thesis themes.
Some awesome content, really enjoyed the curiosity formula post. Will be coming back for sure.
Cheers
Aled
Thanks Derek…should be fun to write a post tonight using this method
let me know how it turns out?
Hi Tom, and thanks! I did just start this blog, so that’s why you haven’t seen it yet 😛
Derek, I feel like a fool. I have been blogging for years but have just discovered your blog. I will be a consistent reader from now on. You have great insights!
[…] Read the full article here. […]
The Information Gap Theory – this is something that i believe in. I know that this system can drag your readers into your blog.
Good writing.
Understood. Good article.
But people trying to follow the formula often bore the socks off prospects in the middle of the sales copy…and lose them. I’m eager to read more. Just signed up.
I do think people can use formulas wrong… I merely included those for inspiration to show people how they work. If people copy it word for word, I think it could be dull, though.
This post IS great inspiration! Referring to Jim’s comment, most sales letters, or ANY sales message for that matter, could most likely use a healthy dose of curiosity within them. Good post. A lot of value!
[…] of information till later in the piece so the reader is compelled to keep reading. Example From: How to Pull Readers Into Your Content Instantly by Derek […]
My editor gave me the same basic formula for headlines: curiosity + benefits.
Another tip is to use “these” or “this” in the headline without saying what “these” are. For example, “How to Increase Sales by up to 75% with These.”
Yea… One of the best headlines is “Do You Make These Mistakes When You [Blank]. It’s a little overdone, but it still works like a charm!
Derek,
This is great because for most good writers it’s a very small adjustment or addition to what they are already doing.
Strangely, over the last few days I’ve been talking with friends and business associates about how most big changes in life occur because of a relatively tiny adjustment in what you are doing.
In my case for example, I already have a successful company with products people buy. By adjusting the copy of our sales letters using your formula above I suspect we would increase our online sales substantially.
Thanks for sharing this. I will be having my new marketing team member take a look at this post and start reworking our sales copy over the next month or so.
We’ll let you know how it turns out!
Respectfully,
Jim Raffel
Sounds like a plan Jim. I’d love to hear about the data associated with your test too 😀
AWESOME! This is extremely valuable and something I can use immediately.
Thanks! Hope it works out for you.
You see curiosity commonly being applied in headlines, but I like the idea of growing and expanding it in the opening of your copy to ramp up your reader’s interest even more. The formulas are also helpful.
I think when it comes to sales content, you also have to leave some curiosity unfulfilled or your prospect may not buy. Think of those movie previews that seem like they reveal the whole plot.
When you’re selling, you can’t give away the house, that’s for sure. Have to leave something to the imagination… with information anyway.
When you’re selling something like a TV though, it’s different. That’s more about the experience. How you’ll feel when you’re sitting in front of your brand-new TV.