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“You’ve never seen storytelling done like this…”
Sound familiar? That’s not just a clever line, it’s a proven persuasion formula designed to make you lean in and think, “Wait, what am I missing?”
If you’ve ever found yourself clicking on an article, ad, or email just because it teased something intriguing, congratulations, you’ve experienced the power of the Curiosity Gap Swipe Ad Formula in action.
What Is the Curiosity Gap Swipe Ad Formula?
At its core, this formula is simple but psychologically powerful. It works like this:
- [HOOK] “You’ve never seen X done like this…”
- [SETUP] “Most people think Y…”
- [PAYOFF] “But the truth is Z.”
- [CTA] “Discover it yourself”
Here’s why it works: human brains are wired to resolve gaps in knowledge. If we sense that we’re missing a piece of the puzzle, curiosity kicks in, and suddenly, we need to know the answer.
Marketers call this the “curiosity gap.” And when used right, it becomes one of the most effective ways to drive clicks, engagement, and conversions.
Most ads today are either:
- Too salesy (and get ignored),
- Too informative (and leave nothing to discover), or
- Too bland (and don’t trigger emotion).
The result? People scroll past. The ad disappears into the noise. Opportunity lost.
What many brands miss is that engagement starts with attention. And curiosity is one of the most reliable ways to grab (and hold) it.
Instead of explaining everything in your ad…
Tease the “missing piece” your audience wants to know.
For example:
Instead of saying “Our course teaches storytelling frameworks,”
Say: “Most people think storytelling is about words. The truth? It’s about structure. Discover how top brands use it to drive sales.”
See the difference? One is informational. The other triggers curiosity and action.
For Storytelling Frameworks Download
- HOOK: “You’ve never structured a story like this…”
- SETUP: “Most people think great storytelling is all about emotional words…”
- PAYOFF: “But the truth is — it’s about the psychology behind your story flow.”
- CTA: “Unlock the full framework today.”
For Email Storytelling Templates
- HOOK: “You’ve never written emails that sell like this…”
- SETUP: “Most marketers rely on generic sales copy…”
- PAYOFF: “But top brands use story arcs to drive action.”
- CTA: “See the storytelling email templates.”
For Courses & Workshops
- HOOK: “You’ve never learned storytelling like this…”
- SETUP: “Most courses teach storytelling as an art…”
- PAYOFF: “But this system turns it into a repeatable business tool.”
- CTA: “Join the workshop — transform your brand.”
For Brand Story Coaching/Consulting
- HOOK: “You’ve never seen your brand’s story this way…”
- SETUP: “Most businesses focus on features and benefits…”
- PAYOFF: “But the winning brands tell narratives customers remember.”
- CTA: “Book your strategy session.”
For Community & Membership
- HOOK: “You’ve never had storytelling resources like this…”
- SETUP: “Most memberships give you random content…”
- PAYOFF: “But this one gives you ready-to-use story templates and frameworks — every month.”
- CTA: “See what’s inside.”
This formula isn’t just a theory, it’s battle-tested across platforms:
- Facebook & Instagram Swipe Ads
- YouTube Video Hooks
- Email Subject Lines
- Landing Pages & Sales Pages
- Even TikTok & Reels captions
Top marketers use curiosity-driven formulas to skyrocket click-through rates, often doubling or tripling engagement compared to direct “hard-sell” ads.
The reason? It taps into human psychology, not just marketing trends.
If you want ready-to-use swipe ad templates that trigger curiosity and clicks (without spending hours writing), let me know.
Because the more you master curiosity, the more your brand stands out in the sea of sameness.
