I have always been fond of the word curiosity; I love the sound of it and never fails to fills me with excitement.
Curiosity is an eager desire to learn or know and it is actually something we use in all areas of our life.
But why is it so important?
Not only because it brings excitement into your days, but it keeps the mind active and observant of new ideas and it will support to see new opportunities.
There is a wide debate whether creating curiosity in marketing is a new or an old mission. We go back as far as 1979 when the Marketing Science Institute talked about how generating curiosity about a product can grow consumer motivation, how it increases brand awareness.
So what do you need to do?
Share information they don’t know. Create a hole between what they know and what they want to know. We see this on this on the TV so often when we are watching a series and the episodes finish at a crucial moment and the conclusion is delayed.
It is simple really – would you like more attention for your content? If the answer is yes, you will just need to excite curiosity. Introducing an idea then link it with an outcome which was not expected or holding back a vital piece of information for a while will develop engagement and build customer imagination.
The challenge is that once curiosity is present you also need to maintain it with giving only a bit of information at the time without giving away too much.
However, we don’t only want to work on our clients’ curiosity…we also need to focus on constant learning about consumers, technology, competitors and even colleagues. Knowing when, where, why, and how consumers use our product or service is key to be successful.
There is always something new to learn.
As Albert Einstein said:
The important thing is not to stop questioning…
And he was pretty good at this sort of thing.
So don’t wait, make things happen…use curiosity.
Krisztina Szigeti is an Account Manager and creative thinker at Happy Creative, a strategic marketing and branding agency based in Blackpool.
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