As a teenager in the 80s, I devoured MTV.
Duran Duran, Madonna, Michael Jackson, The Police… I watched all the videos.
Even the greatest music video of all time.
Before a commercial break, one of the VJ’s once said, “Stay tuned. When we come back, I’ll tell you how to get rid of your acne — guaranteed!”
Get rid of acne? That grabbed my attention. I HAD to know.
So I waited impatiently for the commercials to end — it seemed like forever — and finally the program resumed.
The host smiled at the camera and said, “So, what’s the one way to get rid of acne?”
He waited for a beat, building anticipation.
Then he gave an unexpected answer, one I’ve remembered all these years later.
He smiled and said, “Get older! When you get older, acne fades away.”
Excuse me, what?! I waited for THAT answer?
But I had to admit, his strategy worked. Instead of flipping to another channel — maybe VH1 or ESPN — I kept my dial on the video channel.
He hooked me with a mystery, and I needed the answer! I waited through the commercials even though his answer landed with a thud.
This story teaches an important marketing principle: Build Some Mystery Into Your Marketing.
“Build some mystery into your marketing.”
Make ‘em guess, wonder, speculate… until you reveal the answer (hopefully better than the MTV one).
When you create a cliffhanger, people need resolution. You opened a loop in their brains, and they need to close it.
WHERE CAN YOU PUT MYSTERY INTO YOUR MARKETING?
It’s easy to think, “This wouldn’t work for my company or industry.”
Really?
Cracker Jack, after forty years of marketing its popcorn, started placing toys in every box. Sales exploded because kids loved finding a surprise.
Tootsie Pops created a tv commercial featuring the unforgettable question, “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?” The mystery engaged a generation of kids and adults alike.
The band KISS marketed their brand with each member wearing spandex, platform boots, and outlandish makeup. No one knew what they really looked like, but they sold over seventy-five million records. It became part of their mystery. Many years later they finally unveiled themselves without the face paint.
Where can you impact your marketing with more creativity and storytelling?
Headlines
Subject lines and preview lines
Call to Action buttons
Packaging
Direct mail envelopes
Radio ad featuring a text response
Landing pages
Logo design
Mottos and elevator pitches
Email marketing
Blogs
Videos
PDFs and White Papers
Podcasts, Webinars, Livestreams
Promotional products
Graphic design, Print ads
Here’s a Fisher Investments print ad using mystery to grab eyeballs:
EMAIL CAMPAIGNS
Imagine you’re sending an email campaign.
Too many business owners ignore the subject line. Yet, even the best-written emails go unread if the subject fails to grab attention. You’ve got to make people want to open it.
When writing a subject line, consider using the word “THIS” to inspire the mystery.
So here’s a peek at an industry secret...
When writing a subject line, consider using the word “THIS” to inspire the mystery. Other variants work, too, such as “What” and “These.” Here are a few examples:
Yes, THIS happened 38 years ago
Did you hear about this?
Could you do THIS?
You have to see this to believe it…
Get ready... this photo is crazy
When you use “THIS” strategically, it creates a mystery/hook/loop and people will crave the answer.
Sprinkle in some mystery!
THE KID TEST
If you have kids at home, here’s an easy way to test your marketing.
Read them your subject line, or headline, or opening story — and then ask, “Want to find out more?”
If they shrug their shoulders and continue staring at their phones, it’s back to the drawing board.
But if they raise an eyebrow, stop what they’re doing, and ask, “Yeah, what happens?” then you’ve found marketing gold.
BELIEVE IT OR NOT
For years, my family vacationed in Myrtle Beach, SC.
Near the oceanfront stood a unique building: the Ripley’s Believe It Or Not museum. Every kid begged their parents to let them go inside.
Families paid serious cash to enter those hallowed doors. And guess what persuaded them to open their pocketbooks? MYSTERY.
The bright yellow building featured over-the-top window displays with these types of messages:
Come inside and see the two-headed calves!
You won’t believe Wolf girl!
This is so gross! A human pin cushion!
Get ready to stand close to a shrunken head!
You’ll be amazed at the world’s tallest man!
For a kid, it was a wonderland. And it wasn’t enough to stare at the windows. You HAD to go in.
Think about your business. Do people want to engage with your message? Do they want to “go in”?
Look at your marketing with fresh eyes. Tell a story. Create a loop. Dangle a carrot and create some mystery.
More than likely, people will stay for more, even after the commercial break.
NEED SOME HELP WITH THE MYSTERY?
Unforgettable marketing starts with knowing your message.
Our Grow Your Business Game Plan™ delivers everything you need. It’s perfect if you want to:
Get the phone ringing
Reach your ideal customers
Focus on your business instead of marketing details
Grow your revenue to six and seven figures
Watch the video below to get started:
About Me
Hey, I’m Brian, co-founder of Genie Jar Digital. Born a Tar Heel but now a Virginian, I’m a father of five and the husband of one amazing lady. My family has a thing for Golden Retrievers. Given the right circumstances, I can do a mean moonwalk on a slick kitchen floor.
