What You Don’t See is What You Want to See

“Curiosity marketing is a powerful advertising technique that uses mystery, teasing and anticipation to capture consumer attention. By revealing just enough information to spark interest while holding back the complete story, brands encourage people to ask questions, seek answers and look forward to what comes next. From teaser advertisements to secretive product launches, curiosity can turn ordinary marketing communication into an engaging experience.”

People are inquisitive. They want to know what they cannot see or hear

Sitting back at a favourite restaurant of mine, I was wondering what appetisers do. Do they stimulate your appetite or do they create a setting for better food to come?

They do both. And, funnily enough, they are related. The appetisers set the tone, the tone for better food and the main course, which we would expect to be even better than the appetisers.

I am sure we would have all heard ‘ you can’t imagine how good it was’. This will get us thinking as to how good it was!

Imagine an extremely attractive girl (and I’m talking from a male’s point of view). There are two scenarios: in one, she was fully clothed, and in one, she was at her sexy best – a mini skirt, an appropriate cleavage and a generous amount of skin show. There are no guesses for what will grab your attention – skin!

(Since I am not sexist) This is pretty much like a striptease by men. The women are teased and teased for the expected result. The very act is exciting for many. Just like some foreplay before sex!!!!!

Why is it so exciting? Humans, by nature, are curious. Inquisitiveness makes us want to know more about what we haven’t seen or heard. Exactly why gossip is so exciting for many.

Like our canine & feline friends, we humans are thrilled by the chase. Whatever comes easy is not as exciting. If we were to put a naked man/ woman next to a person who is undressing slowly, I am pretty sure the latter will get the votes for excitement!

There are similar parallels to marketing, especially communications. The more we tease the customer, the more mileage we get because humans, by their innate curiosity, will try to know more. Case in point: look at product launches like the iPhone, Galaxy, or Kindle. All these launches were shrouded in secrecy, resulting in tantalising amounts of speculation, rumours and grist. The hype creates more curiosity and……….

Pretty much like a teaser ad. Teasers can create excitement. If the question is why don’t many brands use this? I think it is primarily for commercial reasons. However, many brands use Public Relations activities to drive this curiosity. And if properly done, this can create a lot of buzz. Look at how Apple milks PR to feed the rumour mills! I’m pretty sure Apple itself will provide selective news bites that tickle the public’s appetite.

The motion picture industry has done a very good job of this. Just before a release, there is a blatant disregard for anything sensible and a focus on everything sensational. There will be the traditional hero-heroine link-up, the spats between the stars, how the stars got injured and many other ‘newsworthy’ items.

Communication by itself is pretty much a teaser to the real thing. All advertising creates excitement around the product/service, with the hope that customers will try it. (Nevertheless, how advertising should be is a topic for another time).

So for a marketer, the more curiosity you create, the more buzz, the more buzz, the more curiosity, so on and so on!