It’s a bright Sunday morning. The Smith household is buzzing with activity. However, George is loitering around the lawn with a sulking face. His father Mr. Smith walks up to him and taps his shoulder. George looks up.
Father: What is the matter with you George? Why are you so glum?
George: I am worried about my start-up. I am finding it difficult to sustain.
Father: Have you tried different marketing techniques?
George: That’s not necessary. It’s just a waste of time and money.
Father: Well, that’s where you are making a mistake. It’s a digital world. You ought to take steps to capture your user’s attention.
George: How do I do that?
Mr. Smith walks away and starts digging a hole. A curious George follows him and wonders what he is doing.
George: What are you doing?
His father ignores George’s question and continues digging. George’s inquisitiveness increases. He probes again.
George: I am dying of curiosity. Would you please answer my question?
Mr. Smith smiles and looks at George.
Father: That’s curiosity marketing my son. When I didn’t respond to you the first time, you became curious. It captured your interest and you wanted to know what I was up to. That’s how you keep your customers hooked.
George: I see where you are going.
Father: If I were digging before this conversation, would it have piqued your interest?
George: No. We were in the midst of a conversation and you walked out. That’s why I got curious.
Father: Precisely. This is how you market your business. Play on the FOMO factor.
George: What is that?
Father: Fear of Missing Out (FOMO). Do you remember the TV series we used to watch together?
George: Oh yes! I could never tolerate it when they ended an episode abruptly. I would always be on time the next day to find out what was to come next.
Father: That is FOMO, my son. You did not want to miss out on any part. That’s how they play on the curiosity factor. It ensures the user keeps coming back for more.
George smiles and thanks to his father for enlightening him. He goes online to gather more information.
Make them curious
The Gap: Customers are well informed. You must know the difference between what they already know and what they want to know. That’s how you create curiosity.
In Bits: Never give them complete information. It should be in bits and pieces. If you are sending out a newsletter, end it abruptly or keep them guessing. To know what’s next, they will be keen on opening your following newsletter. Slowly, your brand name will become familiar and they will start trusting it as well.
Be Subtle: Never be too direct. If the user knows what’s in store by reading the subject line or title, then there’s a chance that it might drive him away. It’s called creating a curiosity gap. Use words like these and those instead of the actual one. It will make the consumer wonder what does the word stands for. Compelling headlines are the need of the hour.
Make mistakes: Apologize or make a deliberate error. People love it when another person makes a mistake. They will get curious as to why you are apologizing or what mistake you have committed.
Curiosity marketing thrives on playing with emotions. Whether it’s shock, surprise, an apology, or an error. You trigger the consumer’s sentiments or interest and market your product in between. FOMO factor never goes out of fashion. Make sure you don’t go overboard and pique their curiosity when it matters most. It’s time they all became Curious George.