Writing Effective Ad Headlines - The Zeigarnik Effect

Ever stop reading a headline halfway and feel you have to know the rest? That’s the Zeigarnik Effect at work. It’s the psychological tension your brain feels when a story isn’t finished. Ted Dale’s old-school ad advice still hits hard: tease, but don’t trick.

Why It Works

• Unfinished info grabs attention (curiosity gap)
• The human brain hates loose ends
• Teasing headlines boost recall and engagement
• Works across formats: print, email, video, ads

Examples in the Wild

• “How to Buy a New Car at $1 Over Invoice”
• “Know When the Next Market Crash Is Coming”
• “Make $4,000/Month from Home Using This Simple Trick”
• BuzzFeed’s “You Won’t Believe What Happened Next” headlines
• YouTube titles like “I Tried This for 30 Days—Here’s What Happened”