A lesson in grabbing your prospects attention – The series (Part 2)

Ready for part two of this informal series?

Guillermo Rubio reveals the most critical part to using curiosity in your copy.

The How.


So how, exactly, do you create curiosity so you can boost your promo’s response rate?

Here are four ways:


Juxtaposition. Put two unlikely things together. For example, take a look at the headline of this article. Cheeseburgers and attacking usually don’t go hand in hand. This unlikely pairing, in itself, creates a good deal of curiosity.

Another great example of this concept is the classic headline: “The Lazy Man’s Way to Riches” Becoming rich is normally associated with hard work. By putting in the adjective “lazy,” it creates a juxtaposition which, in turn, breeds curiosity.

Absolutes. This is another great way to build curiosity. Take, for example, the headline you saw earlier: “What never … ever to eat on an airplane.” By making it an absolute – “never, ever” – it builds curiosity. This headline wouldn’t have the same appeal if it simply read, “What you sometimes shouldn’t eat on an airplane.”

Questions. One of the most famous of these is: “Do You Make These Mistakes in English?” Another great example is, “Can You Write a Letter Like This One?” The key here is that the prospect would need to read further in order to answer the question.

Secrets. Secrets always have been – and always will be – a great way to create curiosity. Everyone wants knowledge that no one else is privy to. Here is a classic example penned by copywriting genius John Carlton:

Amazing Secret Discovered By
One-Legged Golfer Adds 50 Yards
to Your Drives, Eliminates Hooks
and Slices … and Can Slash Up to
10 Strokes From Your Game
Almost Overnight!

So there you have it.

Whether it’s a brutal burger assault, a one-legged golfer’s secret to success, or a way to skim $5,250 off of Wall Street’s coffers … if you use curiosity in your writing, you’ll certainly see a boost in response … and your paycheck!


Make sure you practice what you’ve learned here.

Reading it alone isn’t good enough.

You have to put it to work in your copy.


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