Did you know that curiosity is one of the strongest human incentives? Humans are curious by nature. Snag a person’s curiosity and you have their attention.
Good marketers use curiosity to grab people’s attention so that they can sell them a product. These marketers use sales text that draws the reader.
Take headlines. Often marketers will use one of four tactics to grab people’s attention by eliciting curiosity. Curiosity is why these types of headlines get the most clicks:
1. Makes an outrageous claim.
Headlines like “Elvis Is Not Dead” or “Why Marriage Is Not for You” are outrageous. The sheer ludicrousness of their message raises curiosity, making people want to know what the author has to say.
2. Goes against conventional wisdom.
Headlines like “Why Breakfast Is Not the Most Important Meal of the Day” and “Failure Is an Option” go against what most people have been taught. Since the claim is in conflict with what society believes, it raises our curiosity.
3. Opens up a debate.
Headlines that make statements like “Five Ways Women are Better Bosses Than Men” and “Ten Reasons Prom Night is Overrated” are opinions that touch nerves. When people’s opinions are challenged, their curiosity to listen to or read what is being asserted is raised.
4. Claims about the best or worst of something.
Headline like “The 10 Best Movies of 2018” and “The 10 Worst Places to Vacation” make people curious about whether they have seen the 10 movies, whether they have vacationed in a “worst” place, and whether they agree with the list or not.
In a world with so much competing for people’s attention, curiosity is a powerful marketing tool. You can learn to use curiosity to increase reader’s engagement with their books. Crafting your book descriptions and sales text in a manner that raises curiosity can help increase sales. Don’t give everything away in your book’s description. The description is meant to lure the reader in to want to know more.
While not a Christian book, the book description for Jordan B. Peterson’s 12 Rules for Life embodies what raising curiosity in sales text looks like. The book’s description states:
What does the nervous system of the lowly lobster have to tell us about standing up straight (with our shoulders back) and about success in life? Why did ancient Egyptians worship the capacity to pay careful attention as the highest of gods? What dreadful paths do people tread when they become resentful, arrogant and vengeful? Dr. Peterson journeys broadly, discussing discipline, freedom, adventure and responsibility, distilling the world’s wisdom into 12 practical and profound rules for life.
Are you writing to hook people’s curiosity? Do your titles, headlines, and sales text draw people in and catch their interest? How might you re-word your current book description to improve the “curiosity” factor and snag more sales?
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Photo courtesy of Mali Maeder.