所以我测试了一个简单的主题“获得客户和潜在客户的更多参与和兴趣”反对纯粹的好奇心“Sorry – meant to send 这个 yesterday :(“。除主题行外，电子邮件是相同的。
But more importantly the click through rate to the video was 5.4% for the plain subject line and 6.5% for the curiosity based subject line (a 21% increase with 95% significance). That indicates 那 not only did more people open the email to find out what I'd meant to send them, 那 increased number of opens didn't fizzle out when it came to taking action, they were motivated enough to click through to the video.
But luckily there are many ways to harness curiosity in your emails, 文章s, sales pages and other marketing. And in 这个 week's 5 Minute Marketing Tip video I share 7 powerful strategies you can use to harness curiosity.
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One email I sent out with a typical headline 那 was “从客户和前景中获得更多的参与和兴趣”，哪一种说了视频中发生了什么，另一种说，“抱歉，昨天想寄给您”, and the results in terms of open rates was 那 the normal one, the “获得更多的兴趣和参与度”，获得了32.3％的开放率，但是“抱歉，昨天想寄给您”一个人的开放率为36.7％。在99.9％的置信度水平下，该数字要高出13％，因此纯粹出于好奇心的主题行会带来更好的结果。
当然打开很棒，但是人们实际上点击了吗？人们是否好奇，打开电子邮件，然后去，“哦，不，我没兴趣。” When in fact the reverse, in the first standard subject line, 5.4% of people click through to watch the video, in the second one, the curiosity-based one, 6.5% of people clicked through to watch the video. That's 21% higher and with a 95% confidence level. It just goes to show 那 curiosity really does work when it comes to people wanting to open and read your emails, for 主题行 for 文章s, people wanting to read 那, for headlines on adverts, curiosity works.
Now in 这个 case you can't make a mistake every week. I wouldn't recommend deliberately making mistakes just to send out mistake-based 主题行 in emails or headlines for 文章s. Eventually, even if it was genuine, people would get a bit tired of the same, “Oops, 抱歉, I made a mistake, have a look at 这个 instead.” In today's Five Minute Marketing video I have got seven techniques for you, seven different techniques, different ways 那 you can use curiosity to get more people to take action on your emails, on your 文章s, on any of your marketing. I'll see you after the swoosh.
Other examples of 那 are headlines like, “Oops,” or “Sorry,” or the famous “Hey!” With an exclamation mark 那 Obama first used in his re-election campaign, worked really well for him, and since then pretty much every online marketer has used some variation of it. Really casual language 那 doesn't sound like it's an official business email can often work and people are curious to what on earth is inside with such a casual tone to
The second example is the use of schadenfreude. Schadenfreude is of course the morbid interest 那 people have in other people's misfortune. If you wrote a subject line of, “My Big Disaster”. One 那's worked really well for me over the years is, “我最糟糕的销售会议” with the word “worst”用大写字母表示。实际上我已经做过几次，我想我做了“My WORST Email Ever” as well was another one I did. Those always work really well for me, because people are really interested and curious to find out what it was, something bad 那 happened to someone else.
第三个例子是好奇心形容词的使用“strange”, “unusual”, “surprising”, or even “secrets”, or “改善营销的五种奇怪技术” for example. In 那 case, people are opening it because they're wondering what 这些 奇怪 techniques are. You're actually making them curious with the use of 那 adjective. Probably don't over-use the word “secret”因为已经使用了很多次，但是“strange”, “unusual”, “surprising”. I guess the classic example of 那, not quite in an adjective but the same principle is Mark McCormack favorite book, “他们在哈佛商学院没有教给我什么”，或者叫做“他们在哈佛商学院不教你的东西”. You're wondering, 这个 famous, successful businessperson what did he learn 那 they don't teach at Harvard?
另一种有用的技术是使用指示符。指示词是“this”, “that”, “these”, and “those”. They are very specific, but they don't tell you what they're being specific about. What I mean 通过 那 is the classic advert, “您是否用英语犯了这些错误？”比起更好，更有效“您会用英语犯错误吗？” “您会用英语犯错误吗？”您的心理答案是是或不是，可能是，但是“您是否用英语犯了这些错误？”然后您想知道是什么“these mistakes” are. They're implying some specific mistakes 那 you might be making, but they don't tell you what 那些 are, so you have to read on, read the advert in 那 case, to find out what 那些 specific mistakes are. The use of “these”, “this”, “that”, and “those” can invoke curiosity because people want to find out what 那些 things are. “不要犯这个简单的错误”, “通过这种简单的技术获得更多客户”, 那's much better than just, “Get More Clients”, for example.
您还可以通过与知名人士的链接来做事。我想我有一封电子邮件“杰里米·克拉克森（Jeremy Clarkson）教给我的营销知识”. You could do, “乔治·克鲁尼的营销技巧” or something like 那, and people are wondering, “我可以从乔治·克鲁尼那里学到什么营销知识？” It's the juxtaposition of the topic they might be interested in with a 奇怪 but well-known person who might be able to teach them something about it. It makes them curious as to what they could learn from George Clooney or the Dalai Lama or whatever about 这个 specific thing, and there has to be a contrast there. It can't be someone obvious. It shouldn't be “温斯顿·丘吉尔的领导秘诀”因为所有人都知道温斯顿·丘吉尔是一位伟大的领袖。“Peewee Herman的领导秘诀”, then you're curious to what on earth 那些 might be.
Linked to 那 is a completely offbeat subject line. Good one 那 worked really well for me over the years was, “滴血，海绵和您可能想念的东西”。最终结果，人们读到，“滴血，海绵，他到底在说什么？” They're curious to read to find out what on earth 那 奇怪 subject line means, so if the subject line sounds like nonsense, it's really weird, but obviously makes sense when they read the 文章, then 那 can be a good one.
最后，使用数字。使用数字是有效的，因为当您说类似的话时，“我当地的咖啡店被盗的五个营销技巧”, people wonder what 那些 五 techniques are . if you were just to say, “我当地咖啡店的营销技巧”他们会认为“好吧，我知道一些营销技巧，我可能还可以，” but when you say “five”, or if you give a very large number, much bigger than the number of marketing techniques 那 they probably know, or whatever techniques it might be, then they're going to get curious to know what 那些 particular techniques are.
Other ones 那 have worked for me are simple things like, “人们在销售中犯下的三大错误”。那不是确切的标题，而是暗示它是前三名，人们想知道前三名是什么。这段视频本身，我正在计划主题行“七种基于好奇心的技巧来促使人们采取行动”. Hopefully you'll read 那, you'll think, “Well, I do want to get people to take action. I know some curiosity-based techniques, but I don't know seven. I wonder what the other ones are? I wonder what the seven 那 Ian thinks are important are?”它唤起好奇心。
That's it, 那些 are seven techniques for invoking curiosity, building curiosity, and therefore getting people to take interest in what it is you have to say and then to take action afterwards just like they did for my mistake and “sorry” type email last week. Do try and roll 那些 into your marketing. Don't overuse them, don't use the same technique again and again, because it becomes a bit monotonous and people become a bit blind to it. Mix and match. That's why I've given you seven techniques. You don't have to use them every email, but throw them into the mix every few emails, every few 主题行 on a blog post, every few headlines on a sales page or piece of marketing, and they will work really well because curiosity drives people into the body of the 文章 or the email, gets them engaged, and 那's the first step to them taking action.