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Do you know what the Zeigarnik Effect is???
Before I answer I want to share that the answer came from listening to CarbonCopyPro Training Webinar Archives in the back office. David Schwind is their copy-writing expert and he has a series of training tapes on copy-writing.
Today, he through out the word Zeigarnik and its effect.
The effect; we as humans remember better that which is unfinished or incomplete. An example the weekly show - 24; nothing is complete before each commercial break so it keeps you holding on. Another example, is who shot JR in the famous series of Dallas. We waited a whole summer for the resolution and we remembered for twelve weeks that we wanted to find the solution.
How does this effect work in copy-writing? You have to give your reader a reason to remember your broadcast. To achieve this you have to give them something in your headline to grab their attention, then use this effect to keep them remembering your info while reading the body of your broadcast.
The point of the effect is to confuse your reader. Give them lots of info about different things and then start the body of your broadcast with totally different info. This keeps them glued to find out how all the pieces create a whole.
To drive people to your website with this effect, you can mention 3 things to get great copy-write. Then in the body of the article, you mention ONLY two of the three. Then make the excuse that you are tired of writing and if the reader wants the third point then turn to your website to find out.
Confusion with a result is the answer.
So to read more about this effect: Zeigarnik Effect
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