Practical Sales Training™ > Wordplay > The Asterisk Effect
What is it?
The Asterisk Effect is the use of a small clarifying footnote (*) to make a big impact.
It works by saying something bold, funny, or slightly ambiguous, then softening or reframing it with a line of small print that adds context, humour, or truth.
It’s a way to make your message stand out, spark curiosity, and reward the reader with a clever twist.
Think of it as “bold headline + wink in small print.”
How does it work?
When people see an asterisk, they instinctively pause – they know something is being clarified or explained.
That pause is valuable because it creates curiosity and mental tension.
When you then use the footnote to reveal something witty or honest, it creates a release – a small moment of delight that makes your message more memorable and your brand more human.
The Asterisk Effect works because:
- It hooks attention with a strong or provocative statement.
- It builds intrigue by signalling that more context is coming.
- It delivers payoff through humour, honesty, or surprise.
How can you use it?
Use The Asterisk Effect in headlines, taglines, ads, or social posts when you want to:
- Stand out without sounding desperate.
- Make a bold claim feel more believable.
- Show confidence and personality in your brand voice.
- Reward readers for paying attention.
Examples:
- “Guaranteed results*”If you actually follow the plan.
- “We make selling simple*”Complicated was taken.
- “Cheaper than therapy*”And with better results.
