READ TIME: 4.24mins
I’m fairly certain I know the answer to this…
But have you ever found yourself binge-watching a Netflix series, swearing you’d stop after just one episode, but then… bam!
Suddenly, it’s 2am, and you’re still glued to the screen because those pesky episodes keep ending on a cliffhanger and you need to know what happens next?
**Guilty**
You’ve probably even asked yourself “why am I like this?” when you’re three coffees deep at 9am the next morning because you’ve only had 4 hours sleep.
Well… I can tell you exactly why you’re like that.
And, it’s not because you’re hyperfixating.
Or because you’re hopeless.
It’s because you are human, my friend, and we humans are curious beings who can’t help ourselves when faced with the unknown.
This is the curiosity bias in action.
Your brain just can’t stand an information gap.
Brands like Netflix know this and exploit it masterfully with their cliffhanger episodes, leaving you no choice but to hit that “next episode” button.
Hot tip! If you’re multiple episodes deep, stop watching mid episode when there is a lull in the storyline – so you’re not enticed to watch ANOTHER episode. You’re welcome 🙂
One minute you’re minding your own business, and the next, you’re deep-diving into random facts about ancient civilisations or conspiracy theories about why pigeons always look so suspicious.
Historically, it’s because humans were wired to seek out the unknown as a survival mechanism.
Psychologically, it all boils down to your brain’s love for novelty and reward… and the fact that your brain is wired to hate not knowing things.
You see… when you encounter something that piques your interest and sparks your curiosity, your brain goes into detective mode.
It kicks into high gear, creating a sort of tension or mental itch you have to scratch.
That’s why “Let me just Google that…” is probably one of the most commonly used phrases in the English language.
This “information gap” – the space between what you know and what you need to know – drives that curiosity.
And why sometimes you’ll find yourself 3hrs deep in a rabbit warren of sub-reddit threads searching for answers.
Your curiosity is why cliffhangers keep you watching, why you’ll click on an email with an intriguing email subject (got ya!), and why you’ll click on something asking a question you don’t know the answer to.
FUN FACT
Studies have shown that when you’re curious about something, your brains actually becomes more receptive to learning… not just about the topic you’re curious about, but everything around it! So if you’re curious about how black holes work, for example, your brain is also primed to remember random details like what you had for lunch or what music was playing in the background.
Curiosity may have killed the cat… but it definitely did NOT kill your marketing. In fact, it can very much help your marketing thrive.
The beauty of the curiosity bias in marketing is that you get to create both the intrigue AND provide the answer.
💸 TEASE, DON’T TELL
One of the simplest ways to spark curiosity is by withholding just enough information to make your audience want to know more.
Teaser campaigns work well for this, slowly revealing details and keeping people hooked. Whether it’s in headlines, emails, or social posts, drop hints or ask questions that leave them hanging.
Teasers build anticipation and keep your audience coming back for the big reveal.
💸 CONTENT CLIFFHANGERS AND HOOKS
Curiosity in content marketing all starts with a killer hook… something that grabs attention and leaves people thinking, “Wait, what happens next?”.
Like, “What no one’s telling you about…” or “You’re probably making this mistake – here’s how to fix it.” It’s the kind of line that makes you need to keep reading.
Then, just when they’re hooked, hit them with a cliffhanger! End with something like, “Want to know how? I’ll be revealing all in my newsletter tomorrow night,” and watch them come back for more.
It’s like Netflix’s “watch next episode” button… impossible to resist when you’re invested.
💸 ASK QUESTIONS
Asking questions taps directly into curiosity bias by sparking a desire to seek out answers. When you’re presented with a question “Are you making this common mistake in your business?”, it piques your curiosity because the brain loves to solve mysteries.
By asking a question, you’re nudging people to engage with your message as their brain works to satisfy that craving for information and closure.
Dating app, Hinge, is great at using playful and thought-provoking questions in their marketing, like “Why are you still single?” or “Is your dating profile turning people off?”
These kinds of questions tap right into your curiosity… and let’s be honest, a little bit of insecurity too.
It doesn’t just make people stop and think “why am I still single”, but hints that their app is the solution you’ve been looking for all along.
It’s not just a question… it’s a nudge to check them out and find your answer.
So, go ahead… tease a little, ask the right questions, and keep them guessing.
Pull a Netflix and get your audience clicking that metaphorical “next episode” button.
And hey, if curiosity did kill the cat, it was probably because it was just dying to know what happen next.
Psssst!! Curious to know how you can get closer to your audience and be more persuasive… so you can sell more? Here’s how I can help:
THE fACE BEHIND “TAKE MY MONEY”
I’m a dog loving, tea drinking extraordinaire, and the ultimate geek when it comes to all thing’s marketing, consumer behaviour and buyer psychology.
With a love for storytelling, a heart for creativity, and a brain for science I’m on a mission to help people like you think like their customer so you can create marketing that connects, influences and drives action… in your favour.
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It’s your secret weapon in perfecting buyer and marketing psychology… without the snooze-fest.
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