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You clicked this article not knowing what it was about... you were intrigued.

This is an Information Gap:

What is it?

An information gap is simply when you are?presented with an incomplete piece of information. A great example would be an email title such as “the one thing you MUST do to engage your clients.”

This title?raises your curiosity?and encourages you to engage in the email and click it to find out more

Why does it work?

Information gaps exist because?the human brain needs to fill in the gaps?when it’s presented with information. By using incomplete sentences, questions and alluding to information you are placing the onus on your prospect to inquire further and engage to fill in that information gap.

How can you use it?

If you want to get your emails read, your blog posts clicked on, or if you want to encourage a client to engage with you and take an interest, then information gaps are a great method to achieve this.