Tags – Curiosity Marketing
The inspiration for this blog came from an article on The Verge by Makena Kelly. You can check the original article here.
On April 25, 2019, CIA shared its first picture on Instagram. As of May 6, 2019, the account has already accumulated 137,000 followers.
The launch itself is not a surprise. CIA Director, Gina Haspel, had already announced the intention a week before the launch. From a marketing perspective, there is something more interesting here.
Chelsea Robinson, a CIA spokesperson, said something that peaked my interest.
“We’re looking to spark the curiosity of Instagram’s users about the many ways CIA’s global mission has us going where others cannot go and doing what others cannot do.”
My emphasis here is on the word “curiosity”. And, it is one of the least used, but quite effective tactic in business and marketing.
People like to find things out – as simple as that.
From a psychological perspective, allowing people to connect dots is highly motivating. Translate this into business and you can cover all basis of connecting with your customers – Grabbing attention, maintaining attention, and engaging with people.
Now, let’s look into how to use curiosity marketing.
Curiosity happens when there is a gap between what we know and what we would like to know. When you hit the nail on what people want to know, it has the same effect on people as a thirst – they just want to quench it.
Then, the next thing to know is curiosity’s relationship with knowledge.
Up to a certain level, curiosity and knowledge are directly related. This means that, within limits, when the knowledge increases, curiosity increases. But, there is a point where the audience has enough knowledge to deduct the rest of the information. At this point, the curiosity drops back.
This relationship takes us back to the first thing we mentioned here – the gap between known and the want to know further. The moment you find a balance between the two areas, you will have peaked curiosity.
You simply need to build a mechanism of leaking out just enough knowledge to keep people interested.
(Hopefully you won’t use this information to write spammy headlines and then make people click through small bits of writing on a 100 different pages).
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