Bluma Zeigarnik discovered that people are more likely to remember incomplete or interrupted tasks instead of complete ones. For example, it is more probable that you will remember the season finale cliff-hanger episode of your favourite TV show than a filler episode. The Zeigarnik Effect is that cliff-hanger, leaving the viewer with an urge to seek further information about that which has piqued their interest. The Zeigarnik effect causes a mass discomfort in readers, as it leaves an unanswered question and a desire for resolution.
What is copywriting?
Copywriting is the process of writing the text contained in the promotional material that a business shows to the public. Copy needs to be convincing to be successful and the Zeigarnik effect allows copywriters to easily attract readers and potential buyers. It is a psychological device that has proven to evoke the desired response in readers, which is taking the desired action and making a purchase.
Copywriters realise the effectiveness of writing tantalizing headlines that leave the audience wanting more. They understand that people are bombarded with advertisements on social media every time they open their browser and have remarkably short attention spans. This is where the Zeigarnik effect can be applied to draw the interest of your audience.