Hey ,

There’s this classic copywriting principle called the curiosity gap.

It’s the space between what someone knows and what they want to know.

The bigger the gap, the more likely they are to lean in, click, or keep watching.

Let me just show you an example...

We made this one for CandleScience.

We start with the headline, "Candle makers, ready for the secret ingredient to winter candles?"

And we see a hand holding something, but it's blurred out. And the shh emojis 🤫 push the whole secret vibe further.

The curiosity gap is that I want to know what the secret ingredient is. I can almost see it, but can't quite tell what it is. I need to know.

We only leave the viewer hanging for a second or two before we reveal the product.

That little delay buys attention, rewards curiosity and it gets more people to actually watch your ad.

You don’t need to start every ad with a loud voice or flashing text.

Sometimes, what you don’t show is the best hook.

Curious how else we keep people watching? Watch this video to see how we can level up your ads: biddyco.com/scale​

Ben Philabaum
CEO, Biddyco​
​👋 Add me on Linkedin and Twitter​

What’s Biddyco again?

We make performance-focused ad creative for Meta/TikTok (UGC, animation, statics, video etc.) Our best fit clients are spending $100k+/month already and need more fuel for their campaigns.
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Interested in working together? Book a call with me here: biddyco.com/scale​
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​Creators: If you're a UGC creator, go here to apply for our private creator network.

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