If you’re wanting to learn how to increase sales through your email marketing, YouTube videos, live events, or in any other platform, you must use the power of open-loop communication.
There’s this thing known as the Zeigarnik effect where if you leave open loops in your content, these moments of curiosity, and you don’t prematurely close ideas for people, they’re more likely to stick around and listen closely, which will boost your chances of selling your products or services.
That’s because leaving an open loop creates curiosity, and curiosity is what keeps your audience wanting to learn more.
Let’s discuss what open-loop communication exactly is and ways that you can use it, particularly during your talk.
What Is An Open Loop?
An open loop is when you introduce a little bit of information about your topic, but you don’t give it all away. You leave your audience at the edge of their seats wanting more.
They’re great to use when sending your audience to breaks. They’re also great to use for marketing like emailing your list of clients so they’ll look forward to reading your next email.
TV shows and the news use them all the time. They do it every time they go to a commercial. They always open loops before they go to a commercial break so that you stay on their station.
TV shows also use open-loop communication to get you hooked!
I remember this one time when my wife and I rented a season of the TV show “24” from the DVD shop. We never watched it before and wanted to find out why everyone was raving about it.
So we put it in the DVD player thinking that we’d only watch an episode or two just to see what it’s all about.
It was 6:00 pm when we started watching it…
… and we finished at 4:00 am.
We binge-watched the whole season in one night! They had done open loops so well, that we couldn’t go to sleep!
They just didn’t open one loop at the end of an episode, they open four loops at the end of every show! Right before the show finishes, it brings up four TV screens and in each screen, an actor in the show is opening a loop about some crazy thing that they’re just about to get.
They’ve used open loops so well that you feel like you just have to absolutely watch the next episode.
How To Increase Sales With Open-Loop Communication
So, to keep your audience excited about your products or services, use open-loop communication.
Unfortunately what amateur speakers do is instead of opening loops, they close every loop inside their talk. They want you to have ALL the information right now, and they make you feel like you’ve learned everything there is to learn about the topic.
But what ends up happening is the curiosity gets robbed from people. So people become bored and uninterested in finding out more.
What a professional speaker does is they keep opening up loops or these pockets of curiosity so by the time they finish their talk, you’ll have a burning desire to want to learn everything else you can about the topic. And the only way you’ll quench that thirst for knowledge is by signing up for their program or buy their product.
An example of open-loop communication during a presentation goes something like this, “Good morning. How are you? It’s been great, hasn’t it? I’ve been blown away by the whole thing. In fact, I’m leaving.”
That’s from Sir Ken Robinson’s talk about schools killing creativity. This skilful opening of his speech makes you want to hear and learn more.
Another great way to use open-loop communication is when you’re about to send the audience to breaks, “So when we got back from break, we’re going to learn the seven steps of (fill in the blank). We’re also going to learn the three key things for X, Y and Z. And I’m going to show you something that this lady applied that made this amount of money in under this number of days. That’s all when you come back from break.”
These open loops or curiosity points are things that keep people glued. They create curiosity which inspires them to want to come back and keep learning, which will give you a better chance of closing the sale.
So if you want to learn how to increase sales, always leave something out. Always use open-loop communication to leave something open for your audience so they’re excited to find out more.
If you would like more effective public speaking skills to add to your toolbelt, download our free audio program Presenter’s Pro Formula here. If you want to become a truly world-class speaker, check out our Present Like A Pro 6-day course here.
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