What Is This?
One of the more interesting concepts in copywriting is curiosity.
There are, of course, the common drivers of creating buying interest.
Authority, social proof etc.
Building up massive value, etc.
Building in the idea of sex appeal.
That if you buy this product, you’ll become famous and everybody will want to have sex with you.
These are pretty blatant.
But one that’s not quite expected is curiosity.
Which can be triggered by ambiguity.
For example, once a marketing company did a split test.
Two crayons.
Same exact color.
But Why?
One was called “tangerine orange.”
The other was called “millennium orange.”
The millennium orange outsold the tangerine orange by a lot.
When we look at something, and it has a label, or description, and we know WHY it’s called that, it’s easy to “file it away” in our brain.
But when we look at something and it’s NOT CLEAR why it is the way it is, we can’t NOT focus on it.
This extra brain energy creates attention, curiosity, and BUYING desire.
Kind of like the end of the movie “Inception.”
Was he dreaming, or was he awake?
When we look at something, and we believe we can fully understand it, we don’t think about it.
No reason to.
Awake Or Asleep?
But when a movie ends with ambiguity, we can’t HELP but to think about it.
To talk about it.
This is a function of our brains HATING unfinished loops.
We NEED to find out what it MEANS or how it ENDS or WHY it is the way it is.
Consider this idea.
Somebody walks into a crowded area, like a club.
You can’t see them, but you see the crowds reaction to them.
If you don’t recognize them, you’ll wonder WHY they are so compelling.
Then somebody tells you.
“OH, that’s that one guy or gal from XYZ.”
End Brain Focus
Once you KNOW who it is, and WHY everybody is clamoring around them, they are no longer interesting.
Any kind of unexpected attraction will create the SAME feeling.
This is why people LOVE “true” charisma.
The kind that isn’t associated with fame or any kind of REASON.
True charisma is based on a PURE sense of focus.
Whoever you talk to, you focus ALL your energy on them.
This is particularly powerful if you aren’t otherwise “attractive.”
If you radiate this kind of energy when you speak to EVERYBODY.
People will wonder why.
Why So…
And since there is no OBVIOUS reason, this will create MASSIVE “non physical” attraction.
A rare personality that EVERYBODY wants.
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