The best copywritng makes people...

This poster from ABC Copywriting is maddeningly good. It says, “The best copywriting makes people…” and then leaves you hanging with a few mystery words. Your brain can’t help but try to solve it. That’s the magic.

The Curiosity Gap in Action

Curiosity is one of the oldest tricks in marketing. By showing just enough to tease, but not enough to satisfy, you force engagement. People stop scrolling, stare, and think.

Why It Works

• Uses the "Zeigarnik Effect": incomplete info itches your brain
• Breaks pattern—your mind expects an answer and hunts for it
• Involves the audience—they become part of the ad
• Delivers emotion: confusion, curiosity, delight

Examples

• BuzzFeed’s “You won’t believe what happened next” headlines
• Apple’s billboards showing just the product—no copy, endless curiosity
• Dollar Shave Club’s funny video that made you watch to the end
• Netflix teaser trailers that reveal almost nothing but make you click “Play”