Make them curious.
Give a buyer a reason to look closer, then be worth the look. That is the whole mechanism, and everything below is the evidence for it.
What it means.
Make Them Curious is a B2B marketing approach that earns attention by opening a gap worth closing. Interruption pays for the same attention; this earns it.
The reasoning is arithmetic before it is creative. Buyers fill most of their shortlist on day one of a purchase and choose from that list 90% of the time, months before a vendor hears from them. Marketing that begins at the enquiry arrives after the decision.
So the work happens earlier, in the period where a company is invisible and a buyer is privately deciding who is worth a closer look. Attention answers to pull, and pull is built.
The argument, in pieces.
Each one defends a different part of the same claim. Some of it is evidence, drawn from what buyers actually do. Some of it is method, tested on live campaigns and spent budgets.
Some of it is opinion, and somebody will want to argue with it. That is the point.
Hire the person who can make a stranger curious
Portfolios, frameworks and titles all fail the only test that matters: whether a stranger doing quiet research puts you on a shortlist you never see.
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The shortlist is written before anyone calls you
What is curiosity marketing?
The Make Them Curious Manifesto
Nothing matches that yet. Try another word, or clear the filter to see everything.
Questions people ask
What does Make Them Curious mean in marketing?
Make Them Curious is a B2B marketing approach built on one mechanism: give a buyer a reason to look closer, then be worth the look. It replaces the push of interruption with the pull of an unanswered question, so attention is earned.
Why curiosity over interruption?
Bought attention lasts as long as the budget. Curiosity regenerates, because somebody who wants to know more returns to find out. Interruption also carries a penalty now: Gartner's survey of 632 B2B buyers, fielded in August and September 2024, found 73% actively avoid suppliers who send irrelevant outreach.
Who does this approach suit?
B2B companies in categories where several vendors look alike, where the buying cycle runs for months, and where buyers research privately long before contacting anyone.
What is the curiosity gap?
The curiosity gap is the space between what a person knows and what they realise they could know. Psychologist George Loewenstein described it in 1994 as an information gap: attention lands on something you know you are missing, and the feeling behaves like deprivation until you close it. Awareness of the gap is what creates the desire to close it.
Disagree with something?
Good. That is worth more to me than agreement. Tell me why. The four services these ideas turn into are on what I do.
Curiosity works both ways.
Analytics shows me which pages hold a reader and which lose one. It counts pages and stops there. What it stores.