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Imagine this…

It’s 11:49 PM.

You’re in bed, pretending you’re about to go to sleep like a ~responsible~ adult.

But we all know what’s really going on here.

You’re 3 pages deep in the AITA subreddit, lowkey hoping to become the judge *and* jury in strangers’ f*cked up situations.

The only problem is that this subreddit is currently overflowing with newlywed troubles.

And sure, titles like “Should I divorce him because he did THIS with my sister?!” are interesting…

They don’t resonate with you as a single parent (to a Corgi).

So you keep scrolling.

“Ugh, this is ridiculous. If I don’t spot anything on this final scroll, I’m out.”

So your thumb scrolls one last time…

Then you spot *this* deliciously vague headline:

“AITA for refusing to give a refund after my client used my copy?”

As a copywriter, your brain lights up like a pinball machine.

Okay, who’s the real a**hole here? Is she a scammer?

Next thing you know, you’re 23 comments deep, irrationally angry on behalf of a stranger named u/UrBrandBoo93851, as your sleep time dwindles.

Why did this specific post title grab your attention in a sea of other curiosity-piquing ones?

In today’s edition of Why We Buy 🧠 we’ll explore Information Gaps—why we feel compelled to click when the right kind of curiosity is piqued.

Let’s get into it.

🧠 The Psychology of Information Gaps

When there’s a gap between what you know and what you want to know, your brain enters into detective mode.

This is what George Loewenstein calls the Information Gap Perspective.

Basically, this “gap” in knowledge feels like a mental itch your brain just *has* to scratch.

So you’re driven to keep reading, watching, or clicking until the gap is (mercifully) closed.

But we’re not deeply curious about everything.

Loewenstein’s research suggests that the more personally relevant an Information Gap feels, the stronger the urge to close it.

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And there’s a huge difference between piquing curiosity and using clickbait. The latter kills trust instantly.

That’s why smart marketers leverage curiosity ethically (and we’re about to show you how).

But here’s the trick…

To spark curiosity that actually converts, you have to reveal just enough info that your target audience cares about—but not too much.

Because once someone feels *that* gap?

They’ll do almost whatever it takes to close it.
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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?

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​Open a mental loop with your subject line and preview text

Rob Marsh from The Copywriter Club always does this masterfully.

He grabs your attention with the subject line, which compels you to read the preview text—but doesn’t give away the goods.

So you open the email because now you’ve gotta know what it’s about.

As this email shows, things that pique our curiosity don’t have to be identity-related.

They can be tied to what’s extremely relevant right now—like wildly popular TV shows, holidays, or even a fresh start like Q2.​

Spark curiosity with names that hint at desired outcomes

Instead of a bland label like “Productivity Dashboard,” Notion calls one of its tools Second Brain.

That name grabs your attention instantly because you start picturing how it could finally clean up your mental clutter (here’s why *that’s* so important).

After all, who wouldn’t want a “second brain” when you currently have 17 emotional support tabs open?

That’s why a smart name like this doesn’t just describe—it teases a transformation your brain has to explore, pulling you to the CTA.

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​Boost opt-ins with mystery-based popup boxes

Many brands offer a 10-15% discount for first-time orders.

Glossier did it differently by teasing a special initial offer, but you have no idea what it is. Fun!

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By tapping into this unique form of scarcity, you feel compelled to hit “Claim offer” and hand over your highly desired email address to Glossier.
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💥 The Short of It

When there’s a gap between what your buyer knows and what they want to know, their brain goes into overdrive trying to close it.

Use this to your advantage: open curiosity loops, sprinkle in a little mystery, and make ‘em crave the next click.

But don’t leave them hanging—always close the mental loop you opened.

Until next time, happy selling!