While back, I listened to an interview with two copywriting legends - Ben Settle and Scott Haines.
Scott was one of Gary Halbert's only protégés.
He revealed a bunch of spicy copywriting lessons he learned from Gary during this interview.
One lesson shocked me to my bones…
Scott revealed the NUMBER ONE reason why people buy products.
Self-interest?
That’s what I thought.
But I was dead wrong.
It all has to do with what killed the cat.
Curiosity!
Gary told Scott how people will often buy products, they had no intention of buying, simply because the ad tickled their curiosity.
More specifically:
A single bullet, drenched in curiosity, created a furious itch they just had to scratch.
You can watch curiosity’s jaw dropping power at play in top ads from the legends of direct response copy.
I try to add as much curiosity into my copy as possible.
You’d be wise (and wealthy) to do the same.
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To your success,
Jeremy Mac