How To Use Mystery In Your Messaging
The following may defy everything you know about writing… but bear with us.
We live in an age of transparency where companies post everything for the world to see. Customers can easily contact corporations, and corporations will even reply over social media channels.
When it comes to those communications, yes, we typically advise using clear, crisp copy. In fact, it’s usually best for companies to over-deliver when writing content so their customers feel appreciative and well served.
However, when you’re trying to build a brand, and more importantly create INTEREST, you may want to throw out your old ways, and consider being mysterious. Don’t tell them everything. In fact, tell them very little.
Apple is the master of mystery, and they’ve been mysterious for years with everyone one of their product launches. In fact, they just sent members of the media an invite for a “special event” on September 9th where they’re expected to unveil their much-anticipated iPhone 6, in addition to a jumbo-screen iPad. In typical Apple style, their cryptic and minimalist invite read: “Wish we could say more.”
Bingo. With that simple sentence, they’ve created intrigue… and you’d better believe people will connect on September 9th to see what Apple has to say.
Mystery is one of the basics of storytelling. When we make ourselves mysterious, we make ourselves interesting.
When you create mystery with your copy, you cause the customer to lean in, engage, and anticipate. Mystery is an intangible that adds value to a product through its sense of excitement. It has the power to build curiosity and focus the consumer’s attention.
For example, if your company has an upcoming product launch, you can use a little mystery in your social media posts. Then sit back and watch. By writing slightly vague content accompanied by interesting pictures, you can instantly create suspense and even desire.
Mystery also eliminates the forever fear of being too “salesy.” Instead of telling your customers to “buy, buy, buy” your clever copy will automatically create intrigue. You don’t need to actually tell them to buy. They’ll want what you have. They’ll want to see what you’re talking about. They’ll want to buy on their own, without any upfront prodding.
So think about it. Being mysterious isn’t right for all brands, but will it work for you? Do you need to engage your audience before launching a new product? Start thinking about how you might leverage mystery to inject excitement into your brand or copy. Think about what facts you would share, and what you would withhold. With good writing, you can make your audience crave your product.