A Short Pencil

"Do you need a pencil?" my journalism professor Verne Edwards asked.

Verne Edwards (1924-2019)

He must've heard my whispered request for a writing implement to the student next to me in class.

"Yes, sir. I forgot my pen," I replied as I reached for the pencil he was extending towards me.

He gently pulled it back just out of my reach and and addressed  the class on how a reporter was never allowed to be without a pencil or a pad of paper. That it was unacceptable in the field and thus in his class.

Although I was the trigger for the lecture, he didn't focus on me. He was laying down the law for the whole class about always being prepared to write and that we couldn't depend on remembering what happened. It all had to be recorded in writing at the time we were hearing it.

As he finally handed me the pencil, he looked me in the eye and said, "A short pencil is better than a long memory."

And then he said it again to the entire class.

Wanna be a copywriter?

Looking for a career? 

Or a change of career?

Are you considering copywriting? 

I'd suggest you read through the following (including the linked info) to confirm copywriting is a career match:

40 Essential Skills of Successful Copywriters

If you feel you want to press on, I recommend you read one or two books on copywriting (such as Copywriting Made Simple by Tom Albrighton or The Adweek Copywriting Handbook by Joe Sugarman) and one or two books that are copywriting adjacent (such as Influence by Robert Cialdini or Cashvertising by Drew Eric Whitman)*. 

This comes with the warning not to use reading/study as a procrastination device. You must start writing everyday.

Once you are up to speed and writing everyday, commit to continuous learning ... and here's a place to start: 

Free Copywriting Training

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*16 Books Writers must read.

Asked and Answered

 

Part of a conversation with a less experienced writer:

“Scott, exactly how many writing tasks do you consider in an ideal/productive workday? When does it get unrealistic for you?”

“I've never broken it down by tasks. I have a good idea how many hours each job will take, and I try not to schedule more than 8 working hours a day. I often exceed that and, occasionally, I have a light day. Either way, when my day is done and I know I've put in the work, done my best, the work is solid and meets/exceeds requirements, deadlines have been met, and clients are happy and I know I've been productive."

“Has it ever happened to you that you wanted to take a break from writing for a while?”

“A day or two, sure. As my primary focus, never. I'm always ready, willing and motivated to write. Yes, sometimes I get physically and mentally exhausted. And sometimes I find myself staring at a blank screen and need to get up and take a walk. And yes, sometimes I get assignments that I'm not excited about ... but once I'm into my writing process, I'm excited to be putting words on the page.”

 

How would you answer those questions to a less experienced writer looking for advice?

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NOTE: This was an actual conversation. Not one of those phony “People are always asking me…” lead-ins some folks use to introduce a product for sale: People are always asking me how come my lawn is the healthiest looking in the neighborhood … People are always asking me about the lustrous shine on my 12-year-old car … People are always asking me how I can afford to wear designer clothes and expensive jewelry? No. They're not.

Are you curious about the curiosity gap?

Capturing and maintaining audience attention

is a complex challenge for marketers.

One approach to this challenge is the curiosity gap:

the space between what we know now and

what we want—or need—to know.

What is the Curiosity Gap?

Using the curiosity gap in marketing is a psychological maneuver to get a prospect or customer to feel a strong urge to close the gap between what they know and what they want to know. This gap creates a sense of intrigue and a need for closure, prompting members of your target audience to seek out the missing information. It can be strategically used to entice audiences to engage with content, click on links, and ultimately convert into customers.

Before we get into the finer details, here are a few examples of how you might have seen the curiosity gap in use:

• This simple habit could dramatically boost your productivity, but almost everyone overlooks it.
  
  
• We tested 10 popular skincare products, but only one gave shocking results.
  
  
• Discover the one kitchen ingredient that could revolutionize your health—most people have it in their pantry, but almost no one knows its secret power. 

Why Does the Curiosity Gap Work?

1. Human Nature: At its core, the curiosity gap taps into a fundamental aspect of human nature—the desire for knowledge and understanding. When presented with a piece of information that hints at something more, people are naturally inclined to seek out the full story.
   
   
2. Engagement: By creating content that leaves questions unanswered, marketers can drive engagement. This technique encourages users to interact with the content, whether by clicking on a link, watching a video, or reading an article.
   
   
3. Retention: Once engaged, audiences are more likely to stay invested in the content to find the answers they seek. This increased retention can lead to higher time-on-page metrics and lower bounce rates, both of which are beneficial for SEO and overall user experience.

How to Leverage the Curiosity Gap in Marketing

1. Craft Compelling Headlines: Headlines are often the first point of contact between your content and your audience. Use headlines that pique curiosity without giving away the whole story. For example, instead of saying "10 Tips for Better Sleep," you might say "10 Simple Tricks That Will Change the Way You Sleep."
   
   
2. Tease, Don’t Reveal: In your content, provide enough information to intrigue but hold back just enough to make the reader want to know more. This can be done through teasers, summaries, or introductions that hint at the valuable information to come.
   
   
3. Use Visuals: Visual content, such as images and videos, can also be used to create a curiosity gap. A thumbnail that hints at exciting content or a video preview that teases the main event can compel viewers to click through and watch the full content.
   
   
4. Segment Information: Break your content into smaller, digestible parts and reveal them sequentially. This approach can keep audiences engaged over a longer period, as they continually return for the next piece of information.
   
   
5. Interactive Elements: Use quizzes, polls, and other interactive elements to create a curiosity gap. For example, a quiz that reveals results only after completion can drive engagement as users are eager to find out their outcomes.
   
   
6. Storytelling: Incorporate storytelling techniques that build suspense and leave key points unanswered until later in the narrative. This keeps readers hooked as they follow the story to its conclusion.

Examples of the Curiosity Gap in Action

1. BuzzFeed Quizzes: BuzzFeed is recognized for its quizzes that promise to reveal something about the user—"Which Celebrity Are You?" or "What’s Your True Age?" Users are driven by curiosity to complete these quizzes to find out their results.
   
   
2. Teaser Trailers: Movie studios often release teaser trailers that provide just enough information to pique interest without giving away the plot. This strategy builds anticipation and excitement ahead of the full trailer or movie release.
   
   
3. Email Marketing: Subject lines that create curiosity can significantly improve open rates. For example, an email subject like "You Won’t Believe What We’ve Discovered" entices recipients to open the email to satisfy their curiosity.

The curiosity gap is a powerful tool in the marketer’s arsenal, capable of driving engagement, increasing retention, and ultimately converting audiences. By understanding and strategically implementing the curiosity gap, marketers can create content that not only attracts attention but also maintains it, leading to more effective and successful marketing campaigns. As with any strategy, it's essential to balance intrigue with value, ensuring that once the curiosity gap is bridged, the audience feels satisfied and enriched by the information provided.