Why ‘Curiosity’ Is The Currency Of Marketing

Did you know that 'curiosity' is the currency of marketing? Let me explain. What's the difference between marketing that really works versus marketing that is boring, confusing and no one wants to know any more?

It's all about the response you get and the ideal response you're looking for in any form of marketing is "Tell me more".

Why? Because when people receive an email from you, you want the subject line to elicit curiosity so people think "Tell me more!"

When you do a blog post, you want people to think "that sounds really interesting, tell me more." When you're at a networking function and you say what it is you do, the response you're looking for is actually "Tell me more."

But here's the thing, how do you actually create curiosity? Well, I've broken it down and studied it, and curiosity is the midpoint between being very clear and very clever. I'll give you an example.

For example, "I sell chocolate." That's very clear, but there's no cleverness there. Therefore, there's no curiosity and people aren't going to be saying "tell me more" because they fully understand what it is that you do.

The other problem is when you say something like, "I sell calmness." If I say to you, "I sell calmness", you're not being very clear. You're just being extremely clever, therefore my brain is confused right now.

What does that mean? Therefore no curiosity, therefore I don't ask "tell me more". I don't take any further action on what you've got to sell. That's a problem though. If I don't even understand what it is you do, I won't listen to your marketing presentation. I don't really want to know what it costs, however great your product, service or idea is.

Therefore, you don't get to impact lives or make any money. Simple as that, but if we take the midpoint of curiosity, it's the midpoint between being very clear and being very clever. We end up with something like, "I sell calming chocolate."

This will elicit more of a curiosity response than these other two because I sell chocolate, you know what that is. Calming, that's a bit clever, so now the end result is I'm halfway. I've got curiosity.

If we take the name of this blog post that you're reading right now, it's Curiosity is the Currency of Marketing. In this example, you understand what the word curiosity means. You understand what marketing means. I throw in that word currency, that's the cleverness part and you're thinking I'm quite curious. Tell me more. Then you watch the video.

See as we can see right now in this example, the currency of marketing is curiosity. What that means is, the more valuable the marketing piece, the more it uses curiosity.

This fuels up your marketing strategies, but it's not a marketing vehicle. There are actually seven marketing vehicles, what I also call marketing funnels, such as Facebook ads, such as using Google to get to the top of your search engine to get free traffic forever.

There are seven of those that I would love to share with you at the upcoming one-day free event that I've put together called Marketing Your Message. You'll get a 500% return on investment on every dollar you spend if you just follow the strategies that I lay out for you in the actual program. Even if you're starting from scratch.

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Cham is the CEO and Head of Marketing at Authentic Education since co-founding it in 2009. He is passionate about productivity, empowering people, marketing and is creator of Digital Marketing Made Easy.

He has worked for Anthony Robbins, Chris Howard and Dr John Demartini from "The Secret" and has featured in BRW magazine, News.com.au and newspapers such as Sydney Morning Herald and The Age.