Curious Marketing: The Information Gap Theory

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Good copy intrigues. It gets people curious, wanting to know more. The Information Gap Theory uses readers' curiosity to make them take action. Let's discuss how you can do that.

Create headlines that spark curiosity.

Let's look at a couple examples of strong headlines before getting to the explanation.

1. The secret to...

2. Here's how to go from A to B in 3 steps

3. 5 things a marketing strategy won't fix

What do they all have in common? They spark curiosity:

1. Using power words, such as "secret", makes people want to know more.

2. Showing people there are only 3 steps to get to their goal gets them curious.

3. Writing about the opposite of what everyone else is talking about gets clicks, too.

Identify your target audience's wants and needs and use that language in your headline. It's kind of like creating clickbait, but you better deliver after they click.

If the copy doesn't deliver according to their expectations, you'll lose their trust. They won't be coming back for more of your content if you continuously use clickbait without delivering in the actual copy.

Start your article with a strong intro.

Let's look at a couple examples of a strong introduction.

1. If you thought consistency is the key to growth, think again.

2. There's no need to get a degree in marketing to become successful. Just follow these 3 steps.

I shouldn't need to tell you this, but I'm going to anyway: don't give people BS advice just to get them clicking and reading.

A strong opening sets the tone for the rest of your article or blog. People usually remember the opening and conclusion of an article, so make sure to make those two memorable and filled with value.

Recap: here's what your copy needs.

So what does your copy need to get clicks, reads and website revisits?

1. It needs to create curiosity to get clicks.

2. It needs to be specific to be memorable.

3. It needs to create a sense of urgency to get people interested.

4. It needs to deliver on promises so you don't lose credibility and trust.

A good copywriter understands that copy evokes emotions. And in order to trigger emotions, you need to understand human psychology.

Writing emotive copy is essential in getting your readers hooked. Don't underestimate the power of good copy.

They say, a picture is worth a thousand words. Well, I think it depends on the writer.

How can you create copy specifically for your target audience?

I have mentioned before that you need to identify your target audience's wants and needs in order to be able to create copy that gets their attention.

Creating a headline that mentions the solution to one of your target audience's problems will get way more clicks than a general "how to" headline.

I recommend starting your content strategy with research: keyword research for SEO purposes, market research, and more.

Do you need help with that? Send me a message and let’s get started.