Motivate with curiosity

- The best way to get someone through the purchase process … is to make them self-motivated to move through it. … If the consumer is motivated and enthusiastic, … they'll pull themselves … down the purchase funnel on their own. … So, how do you do that? … Well, by creating curiosity. … Give the consumer appealing information, … but don't give too much away. … A lot of people trade an email for a white paper … because they're curious about what it has to say. … Why do you read all the product specs … on that new Apple iPhone? … Because you're curious about their claim … that it's the fastest phone on the market, … so you're self-motivated to research. … You want to create a brand experience … that leaves opportunity for curiosity, … and easiest way to do this … is through the development of content. … Create content that reinforces your brand values, … discusses your innovations, your unique products, … and educates the consumer. … You're taking small, interesting aspects of your company …