I read once (in a book) that credit, aka debt, came way before money. In other words, an IOU — a little slip of clay tablet commemorating the three sheep you gave to me — is a more powerful economic idea than gold coins.
I also read once (in an email) that copywriter Gary Halbert said the most powerful human motivating force is not self-interest… but curiosity.
Is there a connection between these two powerful facts?
Clearly. Because I personally think of curiosity as an IOU.
You give a couple of IOUs to your reader right in your headline. “I promise to pay you some valuable information,” each IOU says, “just give me a bit of time.”
As long as you’re in the reader’s debt, as long as he’s holding one of your IOUs, he sticks around. He wants to get paid.
The good thing is that you can give your reader a new IOU before paying off an old one. That way you can keep him around. But be careful.
If you start handing out too many IOUs… if the debt you’re incurring is too outrageous… if the repayment period is too long… then your reader is likely to get frustrated.
“This guy is never gonna pay up,” he will say. “This is just worthless paper.” He will throw away all your IOUs into the river, and along with them, your sale.
In other words, don’t overdo your debt of curiosity. But do do it.
And if you want some technical pointers on how to do curiosity in your sales copy, why, I’ve got just the thing.
It’s hidden right there inside Commandment III of my new book on A-list copywriter commandments.
In case you haven’t checked this book out yet, but would like to, here’s the link: