Turn Attention Into Clicks With Elements of Surprise!

We may live in an ever-changing world, but we also have many tools to help us navigate the challenges and problems that lie ahead.

Diners can read up on customer reviews online before deciding whether to try out a new place. Drivers get turn-by-turn instructions from navigation tools to avoid getting lost. Companies decide whether to launch a new product based on customer surveys and profit models.

Don’t get us wrong, these tools are great! They help boost efficiency and profitability, but they also may make brands less exciting. 

With so much information available everywhere, we might miss out on those unexpected moments that capture attention. Love them or hate them, the element of surprise can be a potent marketing tool to seize your audience’s attention.

Here are five ways you can include surprises in your copy to take your customers from “Ow” to “Wow!”


The human species thinks in metaphors and learns through stories. That is why you should turn your brand story into a compelling tale to keep your customers engaged! 

One way to do so is to introduce an unexpected twist to your brand’s identity or reveal a less-known fact about your brand. It could be an intriguing fact about the founder, a behind-the-scenes anecdote, or a surprising cause that your brand champions. 

This approach sparks curiosity among your audience and leaves them hungry for more. With so many brands competing for attention, sharing such details feels like having a casual chat, which helps to foster a friendly rapport with your customers. 

Credits: Pinterest


Let’s be real: we do love the occasional surprise, like a surprise birthday party or a spontaneous trip! But how can you incorporate elements of surprise into your marketing copy? 

Picture this: You’re reading a novel, and just when you think you’ve got the plot all figured out, the author hits you with an unexpected twist that leaves your jaw on the floor. Well, you can apply the same principle to your marketing copy.

When writing product descriptions, you can include hidden features or special details that your customers often overlook. With the holidays coming up, you can also sprinkle some ‘surprises’ into your newsletters by introducing special discount codes or a limited-time promotion that your customers cannot miss!

Credits: Pinterest


Want to make your brand stand out from the competition? Subvert your audience’s expectations by challenging common perceptions or beliefs related to your industry to pique their curiosity.

For example, if you’re in the health industry, you can challenge the prevailing belief that long, grueling workouts are the only path to success. You could introduce data-backed insights into the efficacy of short, intense workouts coupled with the right diet. This shift in perspective will not only engage your audience but also position your brand as forward-thinking and well-informed.

When readers encounter new ideas and data-driven insights, they are more likely to perceive your brand as credible and trustworthy. People are naturally drawn to information that challenges their existing knowledge, and this creates an element of surprise that keeps them hooked.

Credits: Pinterest


Everybody loves a happy ending, don’t they?

To captivate your audience effectively, consider turning industry pain points into positive surprises. Acknowledge these challenges, showcasing your empathy and ability to provide solutions. 

Let’s say you are running a business that sells tech products. You can address common customer frustrations by highlighting your products’ lesser-known innovative features in marketing copy to leave your audience pleasantly surprised.

Make your copy more persuasive with customer testimonials that go beyond the ordinary! Highlight reviews that demonstrate how your products have brought concrete positive changes to your customers’ lives. It helps foster engagement and strengthen trust by demonstrating your dedication to enhancing the customer experience.

Credits: Pinterest

Curiosity gap

To craft compelling and engaging content, creating a curiosity gap in your headlines and marketing copy is essential. 

This method relies on using questions or bold statements that naturally provoke readers to click and discover more. For example, headlines like “Simple Ways to Revamp Your Living Room” or “Secrets to Boost Your Productivity” trigger curiosity and encourage readers to explore further.

When faced with an unanswered question or an incomplete idea, people are driven to seek answers. Using these techniques, you can draw readers into your content, whether through email subject lines, blog post titles, or social media teasers, thereby increasing their interest and ultimately boosting click-through rates and traffic to your website.

Credits: Pinterest


Just like master illusionists, we marketers and copywriters have the power to craft captivating narratives that leave our audience wide-eyed and wanting more! 

Now, it’s your turn to dive into your brand’s copy and whip up a surprise. So, go ahead and experiment with these techniques to infuse that delightful touch into your marketing copy. 

As a copywriting agency, we’re here to help you craft content that keeps your readers on the edge of their seats. Get in touch with us today to learn more about our services.

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