Gary Bencivenga, one of the world’s greatest copywriters, has said the formula for interest is this…
Interest = Benefit + Curiosity
Even if you have a strong, specific emotional benefit, you’ll lose a prospect’s attention if it’s not also combined with curiosity.
It’s curiosity that gets you to click the article.
The news media has known this for decades. That’s why they advertise their top story and keep talking about how you’ll hear it when they come back from commercial…saving it to the very end of the program.
If your audience can predict what you’re going to say next, you’ve already lost their interest.
Have you ever heard a negative move review that says, “It was just too predictable?”
You knew what would happen just a few minutes into the movie.
It lost all suspense. And your interest went with it.
I work with clients in all different types of markets, and have several in various weight loss niches.
Every system in weight loss will find a way to decrease the amount of calories you’re taking in.
And they’ll find a way to get you to move more.
BUT they can’t tell you their system is based on eating less calories & moving more. You’re a smart cookie. You know that already.
They have to talk about something “NEW”.
That’s one of the most powerful words in persuasion. It’s a NEW and IMPROVED system.
In weight loss, they package up a “new” system that makes it easier to accomplish the goal of eating less calories.
Maybe they allow you to each as much as you want of low calorie foods that fill you up.
Or they focus on eliminating a food you thought was healthy such as carbs.
Or they blame the problem on something unexpected…such as how women’s metabolisms are different or how you’re taking in too many toxins.
No matter how we slice it, the best-selling systems will always be promised as a brand new discovery.
It comes back to the curiosity factor.
It’s easy to see in weight loss, but it applies to EVERYTHING that gains attention and interest.
There is some tantalizing tidbit that’s hidden from you on the other side of clicking that link or ordering that product.
In my April 1st issue of the Monthly Mentor Club, I’ll be showing you step-by-step how to create bullets that grab interest with strong emotional benefits combined with curiosity.
You’ll discover how to create bullets (and sentences) that add one benefit right on top of another…multiplying the emotional factor and impact….
When and why you want give away your entire secret in some of your bullets…
How to reduce your risk and create attention grabbing bullets in just minutes by modeling proven winners (there’s a right way and wrong way to do this for maximum results)…
How to change your audience’s emotional state with trigger words and visual imagery…
And how to use bullets that build authority & credibility…
Bullets are a basic building blocks of online persuasion…and on April 1st, you’ll receive my step-by-step toolbox so you too can create Magic Bullets that turns viewers into visitors, visitors into subscribers, and subscribers into buyers.