How? With a proven writing technique called seeds of curiosity . Seeds of Curiosity are super short sentences sprinkled throughout your copy anywhere you think readers’ interest might start to wane. And if you notice, I used one right at the beginning of this section. Examples are sentences like these. but there is more So read on. Let’s dive. But I didn’t stop there. Let’s take a closer look. Let me explain. So read on. but there is more Now here comes the good part. Copywriter Joe Sugarman discusses the effectiveness of this technique in his classic Advertising Secrets of the Written Word : These seeds of curiosity cause you to subconsciously continue reading even if you are at a point where the copy slows down…
Using these seeds of curiosity improves most copy. But like all good things, don’t overdo it. Using this technique in your copy couldn’t be simpler. Start by reading your Switzerland Phone Number content. Every time you notice a place where you feel someone might click away from your page, plant a seed of curiosity. There is no easier way to increase engagement and increase readers’ time on the page. 11. Build anticipation with open loops If you’re anything like me, you’ve probably gotten drunk on your fair share of shows during the pandemic. Game of Thrones. Thousands of millions. We are. (Okay, maybe not that last one.)
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And it’s nice to think you’re in control of your display options, right? Not so fast. Most TV series include multiple cliffhangers that leave you on the edge of your seat, wanting to know what happens next. Like at the end of the second season of Sherlock , when the show killed off its main character. Sherlock Holmes Hope for? How? He. And the show left viewers wondering for two years what had happened. (Watch the show to find out.) The writers call these moments open loops . And you can also include them in your writing. Open loops are traded with a psychological phenomenon called the Zeigarnik Effect. The Zeigarnik effect says that we crave closure. And our minds go back to unresolved situations, over and over again, until we reach a resolution.
See how Jeff Kahn sets up an open loop right in the title of this article to Close: open loop drafting “Take a nap at work? How? I want to do that.” Headlines like these pique curiosity immediately. They are a super effective way to draw readers into your body copy. You can also set up open loops in your body copy, as Joel Klettke does at the beginning of his Copyhacker case study guide: case study main text If you want your readers to get so hooked on your content that they forget to tune into Succession , open loops are the way to go. 12. Use easy-to-read format You know it’s true.
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When you connect to the Internet, you are not reading. You are scanning. You want to get the information you need as quickly as possible. And your readers too. And if you create a simple, easy-to-read experience, your visitors will love you for it. That is how. Headings and bulleted lists: Frequent use of headings and bulleted lists makes the reader’s experience easier. But they also make the writing process easier. Outline your key ideas first in your headings, and then you can fill in the main text. It’s an easy way to supercharge your writing process. Pulled Quotes – Quotes can be a great visual element to break up your text. Don’t be intimidated. You don’t necessarily need to interview an expert or create a custom visual image to do this effectively.
