“Expectations and Curiosity” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the end of 2017).
Philip found Nathanael and said to him, “We have found him of whom Moses in the Law and also the prophets wrote, Jesus of Nazareth, the son of Joseph.” Nathanael said to him, “Can anything good come out of Nazareth?” Philip said to him, “Come and see.”
People have expectations and are curious. Successful copywriting highlights the expectations and stimulates the curiosity, so that the audience will at least continue to read. Additionally, the greater the measure of authority and integrity in your copy, the better it is.
- Search out your prospects and customers
- Establish a relationship with them
- Know and address their expectations
- Stimulate and tap into their curiosity
- Overcome bias by making them curious
The Israelites had been awaiting their Messiah for many centuries. God had clearly promised Him and also given many reaffirmations throughout the Old Testament. When “the fullness of time had come” (Gal. 4:4)—God’s appointed time—Jesus was born. When He was thirty years old, He started His ministry, preaching and demonstrating God’s good news—the gospel.
Philip had come to faith in Jesus and expressed that to Nathanael. He had some clear objections to Philip’s testimony, especially when he heard that Jesus came from Nazareth: “Can anything good come out of Nazareth?”
If there was ever a case of need and supply, it was now, which is also true for us! Nathanael needed the Messiah to save him from his sins, even though Jesus highly commended him as “an Israelite indeed, in whom there is no deceit!” (John 1:47). While Philip could’ve tried to persuade him with many arguments, he appealed to his innate curiosity: “Come and see.” No doubt Nathanael had some level of respect for Philip’s integrity.
God has created us in quite a fascinating way, including with our curiosity. He did so in order for people to “feel their way toward him and find him. Yet he is actually not far from each of us, for ‘in him we live and move and have our being’” (Acts 17:27-28). Shouldn’t the concept and reality of God make us so overwhelmingly curious that we would try to find Him—that we would “come and see”? Or is there a spiritual deadness that has completely dulled your curiosity for God?