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“Inquiring minds want to know”, that’s what the Enquirer commercials said anyway and it’s true – people are extremely curious. You’ll see curiosity used a lot with business opportunity ads. Most of the time they will never reveal exactly what they are selling but they’ll tell you exactly what it’s not, like this long-running ad from John Wright:
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“This secret is incredibly simple. Anyone can use it. You can get started with practically no money at all and the risk is almost zero. You don’t need special training or even a high school education. It doesn’t matter how young or old you are and it will work for you at home or even while you are on vacation.”
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And here’s an example from Nightingale Conant. On the outside of the letter is this copy:
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The business executive was deep in debt and could see no way out. Creditors were closing in on him. Suppliers were demanding payment. He sat on a park bench, head in hands, wondering if anything could save his company from bankruptcy.
Suddenly an old man appeared before him.
“I can see something is troubling you,” he said. After listening to the executive’s woes, the old man said, “I believe I can help you.”
He asked the man his name, wrote out a check and pushed it into his hands saying, “Take this money. Meet me here exactly one year from today, and you can pay me back at that time.”
Then he turned and disappeared as quickly as he had come.
The executive looked down and saw in his hand a check for $500,000. signed by (continued inside)
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I bet that would make a lot of people rip open the envelope to find out who wrote that check. Wouldn’t you be curious?
Curiosity works well in combination with a strong benefit. Curiosity is a major selling point for direct marketing. Remember, customers can’t see or feel the
item you’re offered so if you build up enough curiosity they have to see it for themselves. Selling of information products leads right into this.
Find more about Yanik Silver
at Your Success Club