Intended Ambiguity Demystified
While driving through a small Midwestern town on a recent road trip, we came upon a sign in front of a business that mystified me. There were three words posted on the marquee, and they didn’t make sense. As I tried to decipher the ambiguity of what they meant, my curiosity spun as I tried to resolve the meaning of "Hot Loaded Italian."
Hmm. Hot loaded Italian … what? As we neared the sign, we could see it was in front of an Arby’s restaurant which offered more context. At least now we could assume “Hot loaded Italian” was a sandwich instead of someone who was beautiful (or angry), intoxicated (or packing heat) and from Italy (or of Italian heritage).
Intended ambiguity may, at first glance, seem like an oxymoron. But, let’s dig deeper to explore how it can work for you.
“Intended ambiguity,” stimulating “unresolved curiosity,” is a powerful headline and subject line copywriting technique. Why? Because it arouses thought, curiosity and questions, the mind spins until the question is resolved with an answer. And that draws your reader in.
By using a few words that aren’t a complete thought, but tantalizing in what they suggest, you create an air of mystery and hook your reader into wanting to know more.
If you’re a dog lover, here’s another intended ambiguity puzzler:
"Dogs Indoors at Risk"
The unresolved curiosity here? Dogs, presumably inside a home or apartment, are at risk of … what? Sleeping?
Then there are emojis in email subject lines that can also create a sense of unresolved curiosity. As I was writing this column, an email came in saying:
"We're making improvements that we think you'll ♥"
At first glance, I missed the emoji heart, thinking the sender erred and left off a word. But there was unresolved curiosity with the use of the emoji.
Then there are ambiguous unresolved claims.
"We’re ahead 30 percent."
Thirty percent ahead of what? We hear claims like this in political campaign speeches all the time these days. The claim hits us, the mind either spins for a moment wondering “30 percent of what?” or accepts the statement and moves on to keep up with the rest of speech.
Intended ambiguity can be a strategic copywriting tool. Use it for headlines and email subject lines to stimulate unresolved curiosity and the irresistible urge for the reader to pause and want to learn more. But, be careful—there’s a fine line between drawing readers in with ambiguous words creating unresolved curiosity, and repelling them through simple vagueness or borderline deception.
(Looking for tips about how to attract more customers? Download my free seven-step guide to help you align your messaging with how the primitive mind thinks. It’s titled “When You Need More Customers, This Is What You Do.” Or get all the details in my new book, “Crack the Customer Mind Code” available at the DirectMarketingIQ bookstore.)
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.