I’ve recently been researching methods of building curiosity and I’ve come across a number of interesting articles on writing newspaper headlines, blog posts and Google Ad words and have a set out a summary of some of the ones that I like best below.

Concepts to convey in your headline

Ask a Question

Simply asking a question raises the reader’s curiosity and they will be more likely to read the contents. See the Key Words to Use section below for the best words to use in your question.

Suggest Breaking News/Discovery

If it sounds like its some kind of breaking news, people will be more inclined to read it to get the lo-down before everyone else does. There’s that quiet satisfaction that most people feel being able to share something of import with their friends that no-one else knows yet.

The discovery element is very similar and if you can combine the two, you’ll capture not just the news hungry, but also the knowledge hungry: a new thing is almost always going to be more interesting than the same old thing discussed ad nauseum (how quickly does news get old!?).

Linked to Latest Events

Leverage the latest search trends and social interests/fashions and build them into your title. Relevance, combined with breaking/discovery news and a question is going to combine to provide a very strong call to action.

Key words to use in your title

How

How To Make Your Blog Post Irresistible…

We are naturally curious and people will always be interested in reading stuff that looks like its going to provide us with value.

“How” implies that there’s free knowledge being given away.

Take all those endless sites offering a “free e-book on xyz” if you give us your email address for example: Personally I hate them, but they work and I still sign up anyway because the title suggests that I’ll get a load of really useful information as a result. Besides, I can always set up a Google filter to remove all emails from them straight to the bin…

These

How Many Of These Key Words Are You Using To Build Curiosity?

Used with the “How” word, it suggests that there are in fact several important pieces of information in the content and the reader cannot answer yes or no to the headline: they’ll have to open and read the content in order to make up their mind.

Why

Why Do Some Guys Get Nearly All The Girls?

“Why” implies high value content: answers to a question that is of import to the reader. As an added way of increasing the authenticity of such a headline, off set the “Why” with words that suggest that its not the absolute truth. In the example above, I have included “Some” and “Nearly”.

Which

Which High Impact Attention Grabbers Are You Using?

Piques the reader’s curiosity by making them ask themselves what high impact attention grabbers there are and whether they are missing a trick…

What

What to Always, ALWAYS Include In Your Email Signatures…

Very similar to “Which” and allows you to dictate rather than question. As a rule, this is going to be used the least and is best used for subjects that Everybody knows about or wants to know about.

The next step

Of course there’s a lot more to writing an irresistible subject line or headline such as using emotive and powerful words, presuppositions etc. but get the basics right and you’ll probably find you’re already three quarters of the way there!

Which other situations could you use some of these? Do leave your ideas as comments.

Here’s a couple to start you off:

Blog posts (well duh! lol)

Marketing emails to prospects and customers (your boss even?)

Messages to people you like: to build attraction and curiosity (could you use these in text messages?)

How could you use them in actual conversation?

Thanks to Samuel Ng and Tom Thrush for the info.

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I had an unexpected yet excellent experience this week: The alternator in my car packed up leaving me without car transport ahead of my sister’s wedding this weekend (the wedding is in Hampshire and I live in Gravesend, Kent over 100 miles away!), not to mention needing to get out to my hypnosis clients – Obviously, that was not the excellent experience – read on… So after swearing profusely at the blasted machine , I was straight onto Google maps looking for a local garage to recover and fix it.

Phoning the nearest garage resulted in me having to deal with a grumpy and reluctant mechanic who clearly didn’t really want my business or know anything about customer service. honestly, it amazes me that they can get away with the sort of surly and unpleasant demeanour and still be in business!

So widening the search slightly, I selected a company called Auto22 who had their company logo and web site address on their Google maps presence (always a good sign in my book). Despite being after closing, they took my call and were very helpful and understanding about the situation I found myself in and arranged for someone to come out first thing to collect the offending vehicle.

All fixed, they came and collected me and en-route to their garage I got chatting to the service advisor (Mark) who explained that they are actually a social enterprise, able to invest all their profits in supporting young people in gaining work experience opportunities, work placements, apprenticeships and eventually getting their first job.

Catch22: a charity for young people

The parent charity is: Catch22 and their website says:

Catch22 is a national charity that works with young people who find themselves in difficult situations. Whatever the reason for their situation, we help them out. We work with their families and their communities wherever and whenever young people need us most; in schools, on the streets, in the home, at community centres, shopping centres, in police stations, and in custody

Auto22: a social enterprise

It turns out that Auto22 is one of the mechanisms that the charity use to enable young people to gain education (they have a classroom in the next door Catch22 building where they are taught maths, English and more practical things) and provide hands on mechanics training with the aim of placing their graduates into apprenticeships and actual work placements.

I could not have been happier to be handing over money for the work on my car and the whole experience was easy and honest and I feel good that I’ve been able to contribute to a charity that directly benefits the local Gravesend community. Plus I’ve got a working car to get to my sister’s wedding AND a reliable garage to get the car serviced and MOT’d later in the year so I am more than happy to recommend their services here, plus its such an unusual and yet fantastic idea that its worth reading about anyway.

Doing something to support Catch22 and Auto22

I’m jumping out of a plane on the 28th of August, so please read my post about it and then contribute a little something to help. Thanks:

http://www.benwhite.me/2010/07/going-crazy-for-what-you-believe-in/

Recommended: happy, smart, efficient and good for the community

Auto22 offers: servicing and repair on all makes of cars and light vans, MOTs, and tyre and exhaust replacements.   All work is carried out by professionally qualified and experienced technicians using the latest diagnostic equipment, and they offer a free customer drop off and pick up service within a three mile radius.

Website: www.Auto22.co.uk

Call them: 01474 362 413

User centred design

On 07/05/2010, in Ben White, Non-hypnosis, by Ben

As I have a past life as a web designer, I found this video about designing web pages for the client not the owner both fun and interesting. (well who doesn’t like videos of cats?)

I wonder what parallels we can draw to our lives in general…

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I was having an interesting conversation with someone I met at a persuasion meetup last night and I was inspired to discuss something that has been rolling round my mind for a week or two, so I thought I’d write just a short post about how and when we adopt or discard some new skill or technique.

Whenever we learn or are taught something new, we often try it out and indeed most any form of training will have you do exercises to practice the new skill. What I find interesting is that, as someone who does a lot of self-learning, I am often testing out things I learn or theories I concoct in real life and I have to be extremely careful when I consider something a success or something a failure.

Most of us, at one time or another, have tried something new and we’ve fallen at the first hurdle, thrown our hands in the air and scoffed at the so-called experts who were clearly wrong as it demonstrably doesn’t work! I watch my daughter do this regularly and it is both challenging to encourage her to have another go and delightful to watch her eventially achieve it (normally after walking off and only coming back when she thinks I’m not watching). 

As adults while we are aware of the concept of perseverance and not judging a book by its cover, I still regularly see both clients and myself making these same mistakes. What is also fascinating is that we also do this in reverse:

We give something a go and when it works first time: pronounce it incredible success and champion whatever it is to any and all who will listen.

So when we fail at something, we have learnt by now that we should give it a few more goes before writing it off, but do we do the same when we succeed?

I wonder how many times we have succeeded the first time we tried something new, pronounced success and then had a series of failures and rather than criticise the new thing, we assume that we are doing something else wrong and embark upon some detailed analysis of everything except the new thing? After all: you clearly demonstrated that it works… didn’t you?

Food for thought and it certainly made my conversation companion go “hmmmm” yesterday.

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Watching a few excellent educational videos on TED.com, I came across this and thought it might appeal…

What I like is how, by changing the shape, colour and dosage of a placebo you make it more effective. Of course any kind of change work will be affected in the same way by things like experience of the therapist, certifications, professional membership, insurance etc. whatever the patient believes is important.

One of the things that I’ve noticed that contributes heavily to the effectiveness of a session is the discussion on how the technique works before and after the actual change works. If the client understands logically how it will work, then it is more effective. I just shows that actually it is possible to make unconscious changes through conscious, logical discussion.

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