The Difference Between Curiosity and Indifference
Curiosity is built (some argue) on motivation and reward. You’re motivated by and for a perceived reward. The trouble is, if the reward isn’t as good as you think it is, that leads to instant anger/regret/an inability to commit to something like that again.
Brands harness curiosity in incredible ways. Creating suspense in their copy writing or producing super simple ad’s for early adopters. The challenge for brands is focusing on their customers, getting them interested or ‘curious’ about their brand/offer AND delivering a reward they care about. If you’re customers aren’t curious, why would they stop their entire day for you? Why would they click, then read, then consider, then share/buy your product?