Video LEyQ4N-EpAU

[00:00] - Today you're gonna learn how

[00:01] to capture your audience's attention

[00:03] in a noisy online world.

[00:05] It's actually a very simple

[00:07] writing for television networks

[00:12] And it's the very same concept

[00:13] that's help build some

[00:14] online content platforms in the world.

[00:17] Now I should warn you, this

[00:19] to earn your audience's

[00:22] but the very same psychological

[00:25] can be used to do the complete opposite,

[00:28] to destroy your audience's

[00:30] I'm gonna show you how it works,

[00:32] the psychological

[00:34] and even reveal to you

[00:37] that's created a generation

[00:40] all of that and more on

[00:44] (upbeat music)

[00:52] Here's the deal, a couple of years ago,

[00:53] a psychologist decided to run

[00:57] What he decided to do was post

[01:01] at the bottom of the stairs

[01:04] just like this one.

[01:05] My trivia question says:

[01:06] which common word

[01:09] when the first letter is capitalized?

[01:12] Hm.

[01:13] And below this question,

[01:15] that said the and answer is

[01:19] Do you know the answer?

[01:20] - No.

[01:22] - You curious?

[01:23] - Then, he and his team sat back to watch.

[01:26] You see what Evan Polman wanted to know

[01:28] was whether he could

[01:30] by invoking a deep

[01:33] to just a very simple trivia question.

[01:35] Could the simple quest for

[01:37] to make healthier choices?

[01:39] Most people take an elevator

[01:41] but studies have proven

[01:44] can make you healthier.

[01:45] But as all good marketers know,

[01:47] giving them a mountain of

[01:49] that prove it makes them healthier

[01:51] won't get them to change.

[01:52] What we've gotta do is

[01:55] invoke and emotional

[01:57] to change their behavior.

[01:59] Remember, Dr. Donald Kahn says

[02:01] that emotion leads to action,

[02:03] while reason leads to conclusions.

[02:06] What Evan wanted to understand

[02:07] was how to invite people

[02:11] which we talked about

[02:13] And he's using a really

[02:16] curiosity.

[02:17] Curiosity is a complicated concept

[02:19] and we're gonna covering it

[02:22] But what we're gonna focus on today

[02:23] is what's sometimes referred

[02:26] or the information gap.

[02:28] But basically we can boil it down

[02:29] to the simple idea that

[02:31] between what we know and

[02:34] or even what we need to know.

[02:36] So what happened in Evan's study?

[02:37] Well some people still took the elevator,

[02:39] but some people took the stairs

[02:41] and just posting a simple trivia question

[02:44] can increase the number of people

[02:45] who take the stairs by 10%.

[02:48] Now 10% might not sound like a lot,

[02:50] but imagine if you increase your leads

[02:51] or prospects or sales by

[02:55] Now before you get too excited,

[02:56] let me warn you about the consequences

[02:59] of misusing the power of curiosity.

[03:02] If you've ever clicked on

[03:04] then you know exactly

[03:07] Clickbait.

[03:08] By the way clickbait is

[03:10] in fact it's been around as long

[03:11] as we've been printing newspapers.

[03:13] Yes, platforms like BuzzFeed and UpWorthy

[03:16] have built their entire

[03:19] that they can make money

[03:20] by taking advantage of our curiosity gap.

[03:23] But here's the thing,

[03:24] so often the pay-off didn't

[03:27] set by the headline and you

[03:30] and manipulated and dirty.

[03:31] That's why your pay-off

[03:33] to the void you create

[03:35] when you're manufacturing a curiosity gap.

[03:37] So, what's the answer

[03:40] Well, it's right up there.

[03:43] But before I show you the answer,

[03:44] maybe it's time to embrace

[03:48] and instead of using it to

[03:51] we have with our audience,

[03:53] let's use it for good.

[03:55] Let's use it to tell better

[03:58] Let's use it to ask the right questions.

[04:00] Let's use it to make the

[04:03] Just like this little trivia question

[04:05] got me to climb those stairs,

[04:06] let's use our marketing

[04:10] Do you know of a great brand

[04:11] that's leveraging the curiosity gap

[04:12] for good instead of evil?

[04:14] Well, please share it

[04:16] like the video if you enjoyed this

[04:17] and don't forget to subscribe

[04:20] In the meantime, I'll see

[04:27] (sighs) I know, you're still here

[04:28] and you wanna know what the answer is

[04:30] to that trivia question,

[04:32] well here you go.

[04:34] (upbeat music)