How do we get inside our reader’s head?

Generating curiosity is behind a lot of good sales copywriting. It’s not used nearly enough in technical marketing. Do you want to know the secret of this? Would you like to find out how someone achieved something? Have you seen what many people have been getting excited about? It’s all compelling stuff which is not the exclusive province of those selling weight loss supplements.

Getting this sort of thing into your marketing headlines is a start. But one classic sales technique is to build the curiosity right through the message, so that by the end of it, the reader feels almost compelled to respond. Ask further questions, and leave things open. Psychology tells us that this will also leave the issue in the reader’s mind, and not let them switch off.

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