AMP169: How to Use Curiosity Gaps to Create Tension and Keep Customer's Attention For as Long as You Want With Andrew Davis

Do you prefer shorter or longer content? As marketers, you can use the curiosity gap concept to attract and retain your audience’s attention.   

Today’s guest is Andrew Davis, a well-respected marketing keynote speaker who helps people around the world solve marketing and business challenges. He describes how marketers can create content that encourages their customers to take action, stay engaged, and keep coming back for more.

Some of the highlights of the show include:

• Consumer Behavior: Don’t have time or don’t make time to consume content
• SEO: Search engines now favor longer content not full of keywords
• Curiosity Gap: Void between what you know and want to know to find answers
• Teasers and Promos: Curiosity gaps need to be used for good, not evil by building excitement that measures up and pays off    
• Create curiosity gap by following Storybox Formula: 
• • Show what audience wants
  • Challenge solutions
  • Show potential outcomes
  • Reinforce results
• Consume content to provide feedback on curiosity gaps:
• • When it this content too long? Don’t cut content, reorder elements
  • Watch reality TV to recognize tension that keeps the audience's attention

Links: 

• Andrew Davis
• CoSchedule
• CoSchedule's Blog

Quotes by Andrew Davis: 

“It’s not the fact that they have no time. It’s just that they don’t want to make time to consume your content.

“Stop blaming the consumer for having no time or having a short attention span. It’s our job to create content that earns their attention.”

“The more stuff you take out of your content to make it shorter, the less consumable it is.” 

“A curiosity gap is just a void between what you know and what you want to know.”