Dr. Z's animalistic middle name

The waiter took orders for a table of 15, and was able to remember everyone's dish without writing them down..

His ability impressed Dr. Z, but she just chalked it up to him having a great memory.

When they we're done eating she paid the bill and accidently left her purse under the table. She returned to get her bag and was surprised that her waiter didn't remember her. He didn't know who she was...

It was then she knew that there was more to his story than just having a good memory.

The skill the waiter had was a penchant for remembering unfinished business - In this case - food orders, waiting to be filled.

He could remember all the orders while they being served, but once completed and put on the customer's table, they were forgotten.

Doctor Z created a study on this phenomenon. The Zeigarnik Effect.

"People tend to remember uncompleted or interrupted tasks more than completed tasks."

This unfinished business weighs on our minds. It's part of human nature.

Have you ever started a project, then left it unfinished? Did it weigh on your mind, grinding you until it was done? Felt better once you finished up? That's one part of the Zeigarnik effect, the open loop.

Here's an example of a subtle open loop from a piece of sales copy. It's from a new launch webinar.

"I'm going to reveal the exact details in just a minute, but first I will give an overview of why this new system works so well"

They make you wait a minute to get the info.. and it's hard to skip ahead inside a webinar.. so you can either listen, take a 1 minute break or just plug your ears and hum.

Most people wait and listen... Who knows, you might receive some life-changing words in the next minute..

When an open loop 'unfinished business' tactic is used, our brains look for a conclusion.. you can't have it yet, it comes later, on the next page, next week's episode, or even in the next email. Wait for it.

The open loop style has been used for generations - In copywriting, serial pictures, soap operas, comic books, mystery stories, even in Hollywood movies... Because it works.

Curiosity brought on by the open loop...

It's a useful marketing tool.

Curiosity keeps people guessing, wondering, and wanting to know more. A reader will go to great lengths to satisfy curiosity.

It’s a great way to get the click. Your prospect clicks because they want to know more, they want a conclusion.

When a prospect gets interested in your story, and you leave them "hanging" - waiting for a finish.. It tends to stay on their mind.

This unfinished business creates an urge to come back and hear the rest of the story, to find the solution mentioned earlier, or even to find out about the the special deal or free offer you have in store for them.

Here's the $332,000 dollar lesson. Next time you're reading or watching something interesting, take a minute to see if they grabbed you with the curiosity factor.

And, Dr. Z's animalistic middle name is Wulfovna, named after her dad, Wolf.