Practical Sales Training™ > How to connect with your buyer > Information Gaps
What is it?
An information gap is simply when you are presented with an incomplete piece of information. A great example would be an email title such as “the one thing you MUST do to engage your clients.”
This title raises your curiosity and encourages you to engage in the email and click it to find out more
Why does it work?
Information gaps exist because the human brain needs to fill in the gaps when it’s presented with information. By using incomplete sentences, questions and alluding to information you are placing the onus on your prospect to enquire further and engage to fill in that information gap.
How can you use it?
If you want to get your emails read, your blog posts clicked on, or if you want to encourage a client to engage with you and take an interest, then information gaps are a great method to achieve this.
Example
The toilet roll brand Who Gives a Crap have a “mystery” QR code on their toilet rolls so it’s only when you finish the roll you see it and they don’t tell you what it’s for. If that’s not intriguing I don’t know what is! (it goes here if you really want to know)
See also
- The Anticipation Effect
- 150+ ways to connect with your buyer
- 100+ ways to get your buyer to take action
