Written by Tarla Makaeff
Let's rap about the fact that as humans, we are curious. We like to know things, often everything. So when people don't tell us everything and are a bit mysterious, it peaks our interest in them. Often we wonder what they're hiding, but not in a bad way. There's intrigue which gets us thinking more and more about them. Raise your hand and say "heck Yes!" if you've ever noticed feeling this way.
This is the same principle you want to use to build your brand and following. While attraction marketing attracts people to you by providing value, Curiosity Marketing attracts people to you by not providing detail. Sound confusing just like your latest low carb Paleo but I'll take the dairy restaurant order (oh wait, that's me)? How can you provide value without giving any detail? You may have considered how to create curiosity in sales but not through value-driven content.
This is what I mean. Irregardless of what product or service you are promoting, you can provide general business information about your industry to help others - to your target audience. While you're providing that value, you're not giving any specifics about what you do exactly or about your product or service. This gets people wondering and thinking about (insert Parisian accent) you and your business. This is how to create curiosity in marketing.
See what we just did there? We flipped the script. They see all the value you're offering, know you're amazing at what you do ('cause let's be honest...you can rock this like a supermodel in vintage Versace), and will want to learn more about your business and how they can join you. Helloooooo! G.e.n.i.u.s. This is the feeling curiosity marketing should evoke.
At first, this can feel as hard to do as choosing between Louboutins and Jimmy Choos. It's easy to give all the details, but it's harder when you need to work around revealing them. So what you do is drop in casual mentions of your business without a product or service name (fashion, beauty, online business etc...).
Like maybe you mention in passing on your Facebook profile or live video, your skin is looking more plump and youthful. But you don't mention your product or service. They're going to be intrigued if they too are looking to have flawless skin and likely reach out to you to ask what you're talking about. Whatever the social media platform - you could be on Instagram, Twitter, or YouTube too - once, you get in a private message, then you can let them know more about your product or service. It's just that the masses won't be able to glance at your profile and know exactly what you represent. That way you are more interesting, just like the surprise item in your latest monthly beauty box subscription.
You know what I mean. You've seen those profiles with a business product or service splashed all over them in the job title, on the cover photo, on almost every post. Booooorinnnggg. You already know who the person is so why do you need to learn more about them? You might say, well, they're still providing value in attraction marketing. And this might be true. But it's just not as effective, girlfriend. Trust me on this one.
Think of your favorite TV series. Okay, we'll go with mine...The Bachelorette. When it's about to return for the new season and you are seeing previews on commercials of what's to come, you start trying to put the pieces of the puzzle together to figure out how those events might unfold. You know, which guy will cause all the drama, which one will lie to her, which one will be the runner up who goes home broken hearted...oh, and of course which one will steal her heart. This makes you want to watch the whole season to see the ending.
You've heard of the proverb "curiosity killed the cat" but have you heard about the continuation of that phrase "but satisfaction brought it back"? The first part of the saying implies that curiosity is bad because it can lead to worry and sorrow. The second part implies that curiosity is actually good because of the sheer satisfaction of finally knowing the answer to the question. That's right. Satisfaction!
I'm probably one of the most curious people out there. Raise your hand if you've ever Googled the ending to your favorite TV series (I only do this with reality shows like, again, The Bachelorette!) or read the ending to a book first. The latter, I will confess, I have never done, but I'm bad with my TV show! It's the draw of curiosity that is making you so anxious and excited to know that you literally can't wait to find out. You're almost becoming impatient but in a fun, challenging, I will skip my weekly manicures to know, just tell me now kind of way.
Have more questions about curiosity marketing? Grab my Social Media Starter Kit here.
What elicits curiosity in you when it comes to marketing?
Tarla Makaeff is a self-made entrepreneur, online business coach, digital course creator, and the copy queen. She helps creative, heart-centered female entrepreneurs start and grow their purpose-filled business online.