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Would you like to see why benefits may be hurting your business?

by ewenmack
17 replies
When writing a marketing message it's very common
to start with what you think as a benefit to the reader.

However often you get a higher response from opening
with something which creates curiosity.

For example:

Benefit Headline: Have A Website That Not Only Is Functional,
You'll Be Proud To Own

Curiosity Headline: Would You Like To See Video Footage Of People Saying Why They
Won't Buy From Your Store?

First one looks like any other marketing message.

Second one looks to be very helpful and very personal.

Think intrigue and curiosity over benefits when you
next write your next message.

Best,
Ewen
#benefits #business #hurting
  • Profile picture of the author mojo1
    Ewen you're the gift that keeps on giving.

    Thanks!
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    • Profile picture of the author ewenmack
      Originally Posted by mojo1 View Post

      Ewen you're the gift that keeps on giving.

      Thanks!
      Thanks for putting up with my ramblings.

      There are times I feel I need to get them out of my head
      and let others know what I know.

      Lot's more of them in me.

      Best,
      Ewen
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      • Profile picture of the author V12
        Originally Posted by ewenmack View Post

        Thanks for putting up with my ramblings.

        There are times I feel I need to get them out of my head
        and let others know what I know.

        Lot's more of them in me.

        Best,
        Ewen
        Keep 'em coming mate!
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  • Profile picture of the author Jonwebb
    Thank you Ewen That was a great reminder!

    - Jonathan Webb
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    "How to value a business or Website for purchase"
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  • Profile picture of the author Matthew North
    Good advice, this is what I recommend on calls as well.

    http://www.warriorforum.com/offline-...alls-bank.html

    Important to realize that there is a buying ladder, with curiosity/intrigue at the bottom rung, then interest, want, and then a buying decision at the end.

    It's impossible to start selling in the middle of the process.
    Signature

    you cant hold no groove if you ain't got no pocket.

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  • Profile picture of the author misterme
    Couldn't agree more. Curiosity. It's what piques interest.

    It's a psychological thing. For some bizarre reason when we're presented with a piece of a story, even though up to that second we didn't know about it and so we didn't care about it, were living just fine without it, all of a sudden we want to know what happens next.

    News shows famously use it when they run teasers for their broadcast later that night.

    In fact, it's not just good for headlines, but to run curiosity throughout your marketing pieces too, to help get people to take in everything you want them to take in.
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    • Profile picture of the author ewenmack
      Originally Posted by misterme View Post


      It's a psychological thing. For some bizarre reason when we're presented with a piece of a story, even though up to that second we didn't know about it and so we didn't care about it, were living just fine without it, all of a sudden we want to know what happens next.
      That's a key point.

      When there is an unanswered question sitting in your mind,
      then it has gotta keep searching for it to be resolved.

      And creating that curiosity sets the whole process in motion.

      Sneaky maybe.

      Ethical in the right hands.

      Best,
      Ewen
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      • Profile picture of the author jimbo13
        Originally Posted by ewenmack View Post

        That's a key point.

        When there is an unanswered question sitting in your mind,
        then it has gotta keep searching for it to be resolved.

        And creating that curiosity sets the whole process in motion.

        Sneaky maybe.

        Ethical in the right hands.

        Best,
        Ewen
        Ewen

        Are you familiar with the stories of 1001 Arabian Nights?

        Do you know what the purpose of them were in the overall story?

        Scheherazade, to avoid being killed by King Sharyar in the morning, would each night tell a story. But only the beginning.

        He would keep her alive until the following evening to hear the end which upon completing she would immediately start the next story with an attention grabbing headline.

        'Would you like to know the story of how a poor woodsman called Ali Baba discovered the hidden secret of a thieves Den?'

        That sort of thing.

        Wilkie Collins simply said 'Make 'em laugh, make 'em cry, make 'em wait - exactly in that order.'

        Dan
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        • Profile picture of the author ewenmack
          Dan, I haven't read the book as I don't read fiction
          and I don't recall having stories read to me as a child.

          Children are sponges for stories and fantasy
          of intrigue.

          Interesting you and MrMe have brought up instances
          where curiosity has been used to capture
          an audiences attention.

          Best,
          Ewen

          Originally Posted by jimbo13 View Post

          Ewen

          Are you familiar with the stories of 1001 Arabian Nights?

          Do you know what the purpose of them were in the overall story?

          Scheherazade, to avoid being killed by King Sharyar in the morning, would each night tell a story. But only the beginning.

          He would keep her alive until the following evening to hear the end which upon completing she would immediately start the next story with an attention grabbing headline.

          'Would you like to know the story of how a poor woodsman called Ali Baba discovered the hidden secret of a thieves Den?'

          That sort of thing.

          Wilkie Collins simply said 'Make 'em laugh, make 'em cry, make 'em wait - exactly in that order.'

          Dan
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          • Profile picture of the author jimbo13
            Ewen

            One of the first TV programmes in the world to use this technique is still going strong.

            Dr Who.

            Finishes with a cliffhanger and then goes straight into the thumping tune.

            https://www.youtube.com/watch?v=OuGhRK8rj0o

            Regards

            Dan
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          • Profile picture of the author misterme
            Originally Posted by plessard View Post

            Here is hoping that an alien race never gets in control of Ewen's mind
            How do you know they haven't?
            Or perhaps even maybe, he them?
            Stay tuned...

            Originally Posted by ewenmack View Post

            Interesting you and MrMe have brought up instances
            where curiosity has been used to capture
            an audiences attention.
            Curiouser and curiouser.
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  • Profile picture of the author prot4
    Good post. This got me thinking more...
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  • Profile picture of the author Peter Lessard
    Here is hoping that an alien race never gets in control of Ewen's mind, think of the things they could make us do ;-)
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    Ready to generate the next million in sales? The Next Million Agency
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  • Profile picture of the author stranger11
    You had my curiosity. Now you have my attention.
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  • Profile picture of the author a2050
    I sent you PM, hope you check it.

    Thanks for your sharing and advices.
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    • Profile picture of the author ewenmack
      Originally Posted by a2050 View Post

      I sent you PM, hope you check it.

      Thanks for your sharing and advices.
      Replied.

      Best,
      Ewen
      {{ DiscussionBoard.errors[8745871].message }}
  • Profile picture of the author Marc Marseille
    Originally Posted by ewenmack View Post


    Curiosity Headline: Would You Like To See Video Footage Of People Saying Why They
    Won't Buy From Your Store?

    Ewen
    I have noticed that anything telling potential clients that you a video for them to watch tends to have a higher open rate. I could definitely see them being curious about what is hurting their bottom line..

    Thanks
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