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Why do Exclusive Sneak Peeks excite us? | Marketing Shot
The Information Gap Principle
Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)
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The Information Gap Principle is all about tapping into people's curiosity and leaving them craving more. It is based on the concept that people are naturally attracted to information that is not readily available. The same feeling arises when you are eagerly waiting to know the end of an exciting movie or the next plot twist in your favourite TV show. As curious beings, we cannot resist the urge to fill in the gaps when we are faced with a lack of information.
Take Apple, for instance. They are experts in creating hype around their product launches by maintaining an air of secrecy. In the buzz for a new iPhone release, they will release intriguing hints and teasers, leaving fans wondering about what to expect. And do you know what happens next? This sense of anticipation drives people crazy with excitement, making them even more eager to get their hands on the latest iPhone.
But it's not just about big tech companies. Even your favourite clothing brands use the Information Gap Principle to keep you coming back for more. Notice those "exclusive sneak peeks" or "limited-time offers" they tease on social media?
So, how can you harness the power of the Information Gap Principle in your own marketing efforts?
1. Tease, Don't Tell: Instead of giving away all the details upfront, leave a little mystery for your audience's curiosity. Drop hints, tease upcoming announcements, and keep them guessing about what's to come.
2. Create FOMO: Fear of missing out is a powerful motivator. Use phrases like "limited-time offer" or "exclusive access" to make your audience feel like they're part of something special – but only if they act fast.
📖 Book Recommendation of the Week- 1 Page Marketing Plan
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That's a wrap for today! Stay tuned for more insights in the next MarketingShot. See you next Tuesday 🙂
Thanks,