Curiosity and Riddles In Your Sales Copy (Part I)

Jump in here. So we're gonna talk about riddles and curiosity and how this applies to copy. And again, I don't think it seems really. I don't think it'll be a really long haul, but I think hopefully you'll find some value from it. And I've got, I think one specific idea that I really think is powerful and important. So excited for that. Hopefully more than just one idea. So the first thing I want to talk about with riddles is the fact that if you think about it, like one of my hallmarks of my breakthrough ideas, stuff I talked about and really mechanisms and things in general is virality. And if you think about riddles are actually some of the most ancient and most viral things of all time. So there's these silly little. Why did the chicken cross the road? If a tree falls in the forest, nobody's around it. It makes a sound. Which way is more a pound of feather, a pound of bricks, what color was General Grant's white horse? All that kind of stuff. Yeah. Your inner Bilbo baggings. Indeed. There's ancient origins. There's a couple things about what the oldest riddle is. Some of you may have heard of the riddle of the Sphinx before, and if you haven't, no big deal. This is from the, you know, Odysseus Rex, which is an ancient Greek tragedy. And. But basically it's. The riddle existed before that, but it was put into Oedipus, but. Right. It's sort of like, which creature has one voice and yet becomes four footed and two footed and three footed? And this is the thing from Wikipedia about this, right? It was said that basically this Sphinx was put in front of Thebes in ancient Greece, where she asked all passerbys what they call the most passerby people. The most famous riddle in history, which I just shared. And then apparently she would strangle and devour anyone who could not answer the riddle. So does anyone know the answer to the riddle of the Sphinx? You do. Matt does. If you already know it because you're classically educated, then wait a minute. If you're like, just want to guess. Yeah. Olga said man. Yeah, that's right. I know, Matt, you do too, right? So you know I said Odyssey. So I'm reading the Homer, Oedipus Rex. But Oedipus solved the riddle by answering, man who crawls on all fours as a baby, then walks on two feet and as adult, then uses a walking stick in old age. And then I found from somewhere else, I'll make this even A little bit bigger. But so the reason I include that is like amongst other things, again, the virality of it, the fact that we know riddles have been are basically as ancient as written language almost. But the first recorded riddle is from this thing called the Rhine Mathematical Papyrus, and it goes back to 1650 B.C. in Egypt. And it says there are seven houses. In each house there are seven cats. Each cat catches seven mice. Each mouse would have eaten seven ears of corn. If sown each year of corn would have produced seven heck cats of grain. How many things are mentioned altogether? It's kind of interesting to think about this random riddle from ancient, from ancient Egypt. And then basically if you go to the Wikipedia part of it, it's actually a very complex mathematical thing where it's like a whole algorithm for multiplying numbers because it's basically a sequence of seven and then seven squared cubed, whatever, fourth to the fifth, whatever it is to get you this answer. Which is kind of interesting though because this riddle is used as an ancient algorithm. And so just as a quick aside going back to curiosity and idea generation, I hear that even for personal development type stuff like Scott, I think about like, you know, these ancient algorithms, like that's kind of interesting. You can be used for numerology, law of attraction, you could talk about potentially like in the dating space. There's a lot of things like that like sort of like discovered in this ancient algorithm. But I think especially law of attraction numerology type stuff is really interesting to me. And then also being curious, I looked into this mathematical papyrus thing which is like this ancient scroll. What's like mathematical stuff in it? And again I'm like, and it's from Egypt. I'm like, wow. So I can incorporate in my copy later. So just always being curious, I always, I want to ingrain that. I always like when I, I saw that mentioned not on Wikipedia, then I searched for the Wikipedia thing on this, then I went and saw those in this mathematical comparison right to that. Like that's where I think you get a lot of your best ideas is just from curiosity and rabbit holes. But then I want to move to today. This is I thought was really interesting. So I don't know how many of you go on Facebook and you see reels, but it's like riddles are actually constantly on there and they're viral. I noticed this phenomenon like a month or two ago, but I didn't put it together until today. So I'll actually go my Facebook and see if we can find a couple. But this one's, like, from just today when I went on reels, was on the. On the front page, it says, what does this stand for? Rktrccn. Which I don't actually know the answer to it, like, and maybe, you know, who knows, right? But basically had over 10 million views, this reel. And I'm like, wow, that's a lot. And then this one had a certain Rocket raccoon. Yeah, there you go. Good job. Yeah, Rocket raccoon. Nice, nice. And then there's this one, too. There's a woman in a boat on a lake wearing a coat. If you want to know her name, it's in the riddle I just wrote. What is a woman's name? I don't know. I'm not. Honestly not that good at riddles, but I'm not sure if everyone else is. There's a woman in a boat on a lake, wearing a coat. If you want to know her name, it's in the riddle I just wrote. What is the woman's name? Anybody have any. Any guesses? I don't know the answer to this, but this one also had, like, I don't even know What. At least 10 million views. And as you think about it, I'm gonna go up to. I'll go to Facebook. Let me see. I'm gonna pull my reels. And typically, I mean, it might be not here, because of course, now I want to show examples of it. But, like, generally when I pull up reels here. Well, even this is interesting. I watched three times before noticing what was wrong. So in a way, this is like a riddle, right? It's sort of like a brain teaser. Like, what's wrong in this? And that's what, 93,000 likes. It doesn't show the view count except for the ones at the very top from here. Here's another riddle right away.

And you're right. They do, like, a bunch of those visual ones. Like, once you see it, you can't unsee it. Yeah, people, like, looking for, like, minutes to find out what the hell's wrong with the picture.

Yeah, exactly. I actually posted. I mean, as I was. As I was preparing this talk, I did. I put a riddle on too, just to see what the engagement would be like. And then this is only for. It's from 53 minutes ago. But so I got 15 comments, and people are, like, answering it and, like. And of course, it's fine because people come into, like, their weird political about it too. But I was curious how what kind of engagement would look like. And apparently the Riddle is pretty simple. I got it from like a website about Yale, but like, still like, what I think about immediately with this computer component is like, I, I think we should start testing these in like our ad creators. So like, you could probably. We know that these are working and people are getting like, they get a shit ton of engagement. So I would, I would start trying to test like doing ad creators with like a riddle. And then you could try doing it where it's like, it goes from that. And then if you want to know the answer, click here. Go to here, right? Go here to get the answer to the riddle. And you could like pay off the riddle and then just sell them stuff. You could try turn your ad into like a kind of riddle. I mean, I think honestly, like, these are some of the most viral things on reels right now. So like, why not create a reel that does it and then find a way to get people to then go. I'm gonna test it for sure. They could go to like, you know, website or something. You know, you find a way to make it congruent. But I actually think like, nobody. I've not heard a single person do this yet. And I think it'd be really interesting. And Matt said, do you think the reel needs to be directly related to the object point of the ad? Yeah, I think the way I would look at that is like, yeah, like a riddle around like, like a health riddle or something like that. Or a riddle about the human body, for example. And then it like, you know, and then you could just have something on like a landing page about it. And like, I mean, honestly, you could even do it where the landing page, you could shoot a little video depending on the brand and be like, like, I could do it for my own copy. Related stuff. We're selling around like income or Johnny has $5 and Susie has $4 and blah, blah. How much money does Johnny have? Like, go here to find the answer, right? And then basically I could be like, hey, like, you know, so did you figure out the answer? I'm gonna give you another couple minutes. Blah, blah, blah. All right. Yeah. So Johnny has this much money. But speaking of money, have you ever wondered how you don't, you know, how hard it is to find a side hustle that actually works? And you thought about wanting to be a copywriter. You know, like, I could just, I could segue really fast. But to me, because these things are just like owning on reels. Like, I'm like, I like to, I like to try and test content that feels native So I think this is actually a really powerful idea I'd really like for people. I'm going to test it and I bet, you know, it might take some figuring out to do it to where people aren't pissed at you and you do it right. But I think this could actually be like a home run thing that just absolutely crushes it. Like, I'm going to find a way to do it for the CBD stuff too. So I think that's actually a really cool idea. Yeah. Okay. So I found a couple of interesting things about sort of the neuroscience, but really it's the same for those of you at the CA event or watch the replay that we did in Austin around like Jo dopamine and the reward circuitry. So it's from like a Washington Post article. But they talk about how like, you know, moments of insight, the ones that make you cry out mentally, if not verbally, occur when new ideas suddenly emerge into your awareness. This contrasts with the step by step anal thinking, which is conscious over thought. An instant ago you didn't know the solution to a problem. A flash second later you do. It could be where the puzzle piece goes, what word that anagram spell is, which person is the villain in your novel, or what strategy you should use to slam your opponent in a board game. This moment that triggers a lot of excitement, or this is the moment that triggers a lot of excitement. But why do we need so much drama? Ask Carola Salvi, a research scientist at University of Texas at Austin. She offers an answer. Having the insight involves the brain's reward system, which is the same system that responds to food and to other basic pleasures. Again, I talked about this in Austin with paradoxical questions. Curiosity in general. A recent study out of Philadelphia's Drexel University provide some evidence. Survey students solved anagrams while researchers used EEG technology to record their brain activity. Very soon after activity in the right middle frontal girrus located near the forehead indicate a moment of insight. Activity then occurred in the orbit frontal cortex above the eye, which is responsible for processing rewards. It basically said generally such activity is associated with wanting and liking. But that's actually pretty important because what we want in our copy, we want people to like the message and to want what we're selling them. Right? Right. So this always just goes back to like where curiosity, but specifically riddles in a way. And I'll get to that in a moment here. You know, it also motivates people and gives you energy for wanting to actually do that idea that came to your mind that rush of pleasure facilitates that. So the way I kind of think about this is for like VSL, I'm going to ad copy too. But like for VSLs or even ad copy, really, it's like you're almost presenting a riddle when you tease of curiosity. So I think it's an interesting framework to use. If you could use the framework of like I'm, I'm engineering a riddle. My whole sales letter, my whole ad is like a riddle that people. And then you want to give them. By the time you give them the payoff. I talked about this in Austin. They're actually happy and motivated and want and like to. They like this whole thing that they're doing. They want to use the solution now. Right? So in this case your product is sort of the solution to the riddle, whatever you're selling. I want to show you guys some examples of this, guys and gals, some examples of this. So I've used Backyard Liberty as an example for a long time because I really like this vsl. It was a survival offer that was really, really popular in 2014, 2013. But if you really look at the lead for this one, it's like it's a riddle. Fellow patriot, there's a reason why the US government is so eager to disarm the American people. It's got little to do with crime rates or mass murder, but everything to do with the very reason the second amendment was created for. To protect the people from a tyrannical government. Because when a major disaster hits usa, a recent executive order allows FEMA to confiscate your food stockpile and just like in the old ussr, to give it to the government dependent masses. That's right. If you invested 30,000 or more in a survival stockpile or you've been daydreaming about having enough food to last two decades and you've got to watch this urgent video. Hi, my name is Al Deakin. And in the short and controversial presentation that will not be up for long, I'm going to expose how a devastating once in the 60 years event along with corporate greed and corruption are setting the stage for a social and economic time bomb they'll detonate right in the middle of the US I'll reveal how the impending collapse of the US food supply system will steal the food from your kids tables, leaving them hungry and helpless and forcing them to scavenge for scraps. And I'll explain what you must do today to ensure that you and your family not only survive but actually rise to the top of a fallen Society when chaos rules and communities need someone to lead them. But that's not all. If you stick with me until the end of this very short presentation, I'll give you a somewhat weird but seemingly effective way to build a 5, 10 year, even 20 year stockhouse. Super nutritious food that the government simply cannot steal from you. Best of all, this still secret method costs you up to 20 times less. You have to pay a survival feud literally just a few cents per meal. And it goes into a bit more of the lead here, including these four shocking signs of the apocalypse and stuff like that. But really, if you think about it like, it really just starts off like a riddle. It's like, you know, I'm, I want to disarm. You know, I'm the US Government, I want to disarm you. But it's not because of crime rates or mass murders. Why is it right? It's almost like you can almost say, take it and structure put down to a very simple riddle that people then want to answer. And so like, literally, like thinking about in the very beginning of a lead, which you could do for a VSL or an ad, like, how do you make like that? Like, how do you almost open with a riddle, right? I have that one other example I shared. I'm not, I don't have in this presentation today, but about the Spanish scientists and like, why do some animals live longer than others? I mean, paradoxical questions are basically just riddles. So they're very, very similar here. But then here's what's funny. I mean that one of the partners in this offer is part of the Lions Publishing Group, which I believe owns Pro Denim, which is like the biggest offer on ClickBank right now. It's like a tooth, like an oral health offer, right? And if you actually look at how this opens, like, it's actually very similar structure, right? This is so. Because, oh, that was 2014. It's like the big secret is like the same shit just keeps working. It's like people act like you have to create, read all the newest and latest and greatest things, but it's like stuff keeps working. So like, this is from Pro, right? Hello, My name is Dr. Drew Sun. I want to show you something that few people get the chance to see. This is a pair of 2,500-year-old teeth from one of our ancestors. It looks like this after being buried deep in the mud for centuries and accidentally excavated by heavy machinery. Not even a small cavity or crack, even though toothpaste, brushes or dentists were in existence back Then now. These are the teeth of a 45 year old patient who brushes every day, never misses a dentist appointment, and eats sweets only on occasion. So how come teeth can thrive for thousands of years outside of the mouth covered in dirt and worms, while in the mouth they get ruined by plain chocolate? I can tell you now it's not genetics nor how healthy you are has nothing to do with what you eat either. Instead, it has everything to do with something you were using every single day, thinking it keeps you healthy and safe, when in fact it's getting inside your gum pockets, eating at your teeth, putting you at risk of throbbing pain, inflammation and infections, while also making you prone to allergies, clogged sinuses, headaches and gut issues. But once you find out what it is, you'll be able to quickly start rebuilding your gums and teeth, stop the bleeding and the itching once and for all, while forgetting all about bad breath, cavities and yellow teeth. Not only that, but you'll also be able to breathe better, clear your throat and sinuses, and enjoy a perfectly smooth digestion. So it's really like this riddle. Like it's like all right, like why did these two 500 year old teeth, why are they perfectly preserved? But this 45 year old person who goes to the dentist's office all the time has cerebral teeth. And it's also like it has nothing to do with X and everything to do with Y. Which if we go back to backyard Liberty, it's got little to do with this X and everything to do with Y. So there's even like a structure and these two massive offers that are separated by eight years and I think that's worth component. But again it's really just that contrarian component. It's not X but actually Y. But Y is like a tease is not the full answer. But I imagine you can all see how this is a riddle. So it's curiosity but I think within curiosity specifically it's something that gets, I think it serves the same effect as a riddle serves, it activates the same thing in your mind. So I find that very interesting. Obviously Gundry, I've shared their examples before, but their Facebook ads are a lot of curiosity. They're not exactly a riddle all the time but like there's like the foods to look, look out for best. Like let's see here, Honey. I mean there's always questions. Honey versus sugar, which is healthier. I saw a bunch of other ones. I think we put snows up today. This is so big. It's like Annoying again, back up the zoom a little bit. Also interesting that this is about dental paying attention to trends and markets that are good markets, right? There's always don't buy apples before buying this. I think we looked at that before donate tomatoes or cucumbers before watching this. So they don't quite do it. But I think if I was even Gundry, I would test doing it almost more like a riddle, which they've done before. If you actually have the testosterone offer and a lot of the offers that BTRA did that Randall wrote for them. Randall, you're on the call, but basically you did it where it was a quiz. It's like, which of these things expects testosterone the most? Is it this, this or this? Right. The answer is going to surprise you. And that's a pretty common. I always kind of wonder, why do those work? Because to me they seem kind of basic. Not that yours was basic random, but just like that whole like what, like one of these three things is bad for you. Is it this, this or this? Or we looked at the quiz creatives where it's like, hey, quiz, which of these four things is actually causing this problem? But I think it works because it goes back to like these riddles which are ingrained in us over, you know, many thousands of years. And so we'll actually look at some email creatives on that in a second too. And then, you know, this is like a wonky version of it, but I was thinking about Felissa's version of, of like, I don't know why I couldn't find out the active link for this, but how? And I redid her page and now it's converting it over 10. Well, we did, we redid it, but I helped her with like the strategy and the copy and focusing on this message of like book three to five new clients every month with these seven simple social media posts. I was thinking about that because like I'm like, the way I kept thinking about this was like, oh, it's a very simple value proposition, right? Hey, UC7 social media posts and get three to five new clients and it's only like $4 or whatever it is, we will buy it. But then I realized there's actually also like a, like a, a riddle component to that too. There's curiosity because they don't know what the seven simple social media posts are, which is actually powerful as well. So it's not just that like there's a clear value prop, but it's also like it's still unresolved and it's like $5 to find out the seven simple social media posts are. And so then I thought about that when I do other things for like low ticket or you're selling like we're talking about, you know, for Genesis, we're gonna probably do like not probably. We're definitely gonna do some cold traffic type of funnels for it and have like a low ticket legion and then. Or not legion, but tripwire and then have a, you know, some kind of like either sell right into Genesis or do like a challenge or something mid. Tier. We'll figure it. We're figuring it out. We're testing different models for it. But like even when we do that, Mario, it's like, you know, we want to have like it's like the five, you know, five magic client acquisition strategies. Or like maybe it's not about clients but it's like. But, but really making it where like we almost like make it like a riddle where they have. They have to. To get the answer. They almost just stop. I guess it's a lot of info products to do in general too, if you look at all the fascinations. But yeah. And Barry, do you have anything you want to add before I keep going? No.

Yeah, I think that's a good point.

Yeah.

There'S definitely some like little thing especially like talking to copywriters. You can get a little more like sophisticated with it coming out with riddles that people actually think they know the answer to. And then like I think that would be a good way. I think that would be good to work that into the Genesis stuff.

Yeah, yeah, I agree. And then, you know, it's the same thing with like email creatives too. So there's our CBD data. Let's see it. Let's look, let's refresh. I love the best part is refreshing stats. But we're pretty much at break even today. A little bit above not huge ad spend, but that's so separate call. Good AOV though. Best part of having an offer working is it's getting refreshed on the stats all the time. It's the best, best thing in the world. So I was going to go to like I keep like these. I sort of pull all the email creators. I get into this like folder here. But I think like, you know, if you think about email creatives and subject lines, it's obviously curiosity, which we know. But it's also like what sometimes can it be a riddle too? Like, so let's go through them here and see. There's curiosity for a lot of these. I mean this is kind of a riddle. Keto results without doing the keto diet and biotrusting. And they test a lot of subject lines.

All those like counterintuitive questions. Dr. Fire when he's happy about it.

Yeah. Number one reason we get eye bags, it's not sleep. It's kind of a riddle. It's kind of like a brain teaser. Right. When you think of that, that frame. Ian Stanley. But I think that's what's interesting to me is like a lot of the subject lines you see tell people and I really prefer curiosity. So I actually want to pull up. Let me pull up one more thing and I'll show you this real quick here. Give me a second. I'll pull up separately. Like the guy I'm helping, this guy Neil, it's one of my three people. I kind of, I'm doing the like private one on one coaching with which I don't. I'm glad I'm doing it because it's giving me cool stuff to talk about, content, ideas and things. But obviously my goal is to get everyone into basically pro. But like, basically we worked through a bunch of creatives but he had like instead of just adding like a question mark, so he had like New Bahamas CBD. Sasha's paying by 16x. We haven't tested this yet. But I actually like it because I'm like there's curiosity. I don't know if it's a riddle but it's curious. There's good curiosity there. And then I came up with this subject line but I really like. It's like new cbd grapes slash pain. And it's sort of the idea being that like his body copy is not there yet honestly. But the idea like just like, you know, people used to make wine by squashing grapes and it wasn't like very efficient and the or high potency, you know. Now especially like extraction technology for, you know, nanotechnology. The, the CBD is way better today. And the old CBD was like the same. The equivalent of like a peasant squishing grapes with their feet. Right. That's sort of the idea for the cmo, but it's not quite dialed in again with this guy. But like the idea is sort of just like I always like adding question marks is my point on that. And like I think a lot of times if you look at like subject lines like they don't like I had to add a question mark there. Right. But like a lot of times there's just sort of like, like even this age is Universe, exclamation point. To me it's like question mark does it. To me. I think you get a better open rate by just adding a question mark here. You could test it, but for me I think like that's really a mistake. They're always just trying to tell you instead of asking. For me with my emails, I'm pretty much always trying to ask and it's.

Harder to call on a question because you're not like making a statement that they could disagree with just asking them.

Exactly. Yeah. Even grant grants, like email here, like, do you think you drink Starbucks? It's like even that you're like, yeah, why? But like it's. It's not like a full riddle, but like, I just think these questions are so much better. And we could go forever on these. Honestly, I don't know if you all do this. Like, I get annoyed having so much dream junk emails every day, but I like having like having these folders so I can just kind of keep an eye on what people are doing and then potentially like swipe them too. I mean, these are literally from five days ago. We're running on page three now. I get so many of these emails. But like for me, like the question for you, Stefan. I mean this probably work. I don't know if anyone runs that kind of stuff, but to me I'd almost rather ask them an interesting question like a riddle and have them answer. So anyway, that's basically it for today. It's not gonna be an overly in depth thing here. I just want to kind of like reframe this idea of riddles as it looks at like both the leads of things and like looking at how prudentum and this offer from eight years ago basically have the same structure. And then I really want to communicate this reels idea because I really want to test it personally for stuff. And I really think this is like a potential gold mine for people. I mean, plus honestly, just engagement too. Like even for my Instagram reels, like, I'm kind of like, I don't like doing things just to do things like the dancing, like tick tock videos. But at the same time it's like maybe testing like a relevant riddle to my audience. I mean, I married DID on Facebook and I'm getting like pretty good. This is the same post, like, you know what I mean? It's getting pretty good engagement already. Like for just being post. It's not crazy, but like it's like almost a guarantee like all the time. We want engagement, we want people to engage with our copy and to not help themselves. And like, literally just like a riddle does that. So that's why I want to share this framework. So let me know. Do you guys have questions on that or thoughts or anything you want to add to it? Luke, I know you're on the call now. I was ripping on you earlier and saying how not Luke. So this won't be like a two hour call, but do y' all have any. Any thoughts on this? Is it interesting? Is it like, meh, I don't know, like, what do you think? To me, it's kind of interesting because it's just another way to think about my copy. I like different ways to think of it and it gets me to put different, like, hats on and different ways to like, approach it. Maybe if I'm even feeling like I have like writer, like writer's block or something like that, and I'm like, I don't know what to do. I'm like, let me test out doing it this way. Right? Yeah, show us some more. Yeah, I agree. I agree.

I think we have more examples because Ryan's already been messaging me about trying to work riddles into the solar ads for this week, so.

Yeah, I love that. Yeah. For the solar ads, for example, we could workshop that for a second. Like, yeah, it could be something like a math problem where it's like. Or your power bill, right? Your power bill costs like this much. Like the power bill costs this much. But I don't pay any money and it's completely legal. Like, what am I doing? Right? I mean, something like that could be good. Like it could be around, like. Yeah, let's see. Ryan shared one of the chat. Single view of two homes during a storm. The home of lights on doesn't pay for electricity if their family is always warm, their lights are always on and they always have power during even the worst of storms. On the other hand, their next door neighbors are paying higher electric bills than ever before and their power goes out during almost every storm, leaving their family cold and left in the dark. So what's the difference between these two? It's not a generator. Yeah, I like that. I mean, I would maybe even test like doing the generator thing up higher where it's like, you know, the home of lights on doesn't pay for electricity. Their family is always warm, the lights are always on, and they always have power during even the worst of storms, you know, but. But they don't have a generator and it's not this. Meanwhile, on the other hand, you know what I Mean, but I think, yeah, that's like, that's a good idea of how you can sort of do it. So we'll get data on that from like, from ca, from CA Labs. But yeah, as we get more data, we can share these in the Facebook group too. But I think, like, and like I said before me one about. So we had almost like math problem teaser about like, sort of like this. I pay my power bill, it's 200, but like now it's. I don't pay it anymore.

And yet a house with all the lights on, a house with different lights, like with the lights off. And show two different electricity bills and try to guess people. Get people to guess which electricity bill belongs to, like, which house. Yeah, like 400amonth for his bill. The other guy's getting like $30 back from the electric company and it's because he has that solar generating all the energy.

You can't. You can't swipe us, bro. He just. So early. Gen 2. Ryan, do you both. We're doing a bunch of iterations. Does anyone else have any ideas for stuff they're writing right now that they like, where they could incorporate this? I'd love to hear if anyone wants to share any ideas for or if they want to share something they're working on. And we could ask, we could talk about, you know, how we could incorporate riddles or stuff like that. Yeah, yeah, Jaz, go ahead. Yeah, what's up? So, um, I'm working on some hooks for an Amazon FBA course. So I'm thinking of doing something like. Like showing them like three random objects and saying like, okay, which.

Guess which one of these makes the most money?

Something like that. Yeah. Yeah, I like that. I think that could definitely work. And then I'm thinking like, I wonder about like, like, yeah, he'd be saying like, like show them like staples or some like, like it doesn't be staples, but some sort of like perceived low value commodity item. And be like, like, I bought like, you know, a thousand of these or about 10 of these for this much money and yet now I have like this much money. Or like, like, you know, my bank account had this much money when I bought like these like this coffee cups. Now I think it has this much money. It's more money. Like, I. Like nobody sent me any. Like, none of my friends or family or something, whatever. Like, you know, like, I basically didn't get any money from anybody outside of myself. Like, how did I. How does my bank account have more money now? You know what I Mean, that could be a cool one too. Something like that.

Hey, Stefan.

Yo.

Hey. I'm working on a probiotic supplement for a European client. And so I was wondering maybe something along the lines for a lead, like mostly the benefit is mostly digestion related, so bloating, gas, constipation. So what about something like why does one woman eat ice cream, drink coke and eat pizza, you know, and not have any bloating, gas or digestive problems when millions of people probably like, you can't get near any problem foods without having these problems.

You can't even have a slice of pizza without paying for it the next day.

Yeah, yeah, yeah, I like that. I would, I would just, I would challenge you to like, maybe for fun, just think about other types of riddles you can do in addition to that. But I mean, I think that's sort of paradoxical thing, you know. Definitely can work for sure.

Yeah, I guess. Do any type of riddles come to mind? Like.

Yeah, I'm thinking, I really never thought.

About riddles too much like for a probiotic or anything. But I mean, for a probiotic, like would it be like, would you actually maybe use a few foods and say that, you know, which of these three foods. Should not, should or should not cause you digestive problems? You know, the answer will surprise you.

Yeah, I, I, I do think that that definitely could work as well. Yeah, exactly. Or like which of these like three foods is most likely to be causing your digestive issues right now? And it's like milk, like this, like gallon of milk, this tub of ice cream or like this wheel of cheese or saying that where they're almost all dairy and be like, like the answer will probably surprise you because one of these, even though these are all have dairy, one of these trees probably actually like could actually make your digestive issues go away while the other two, you know, wreak havoc. But it's not what you think, you know, anything like that to be interesting to test.

That's. Yeah, that's fascinating. Yeah, yeah, that's really cool.

Yeah. And I like it because they're all. And then, and by, because you have cheese, you know, your lactose tart, there's different dairy content in cheese and stuff like that. So like you can make it towards, it's actually pretty like true or whatever. Yeah. So that could be, that could be interesting. Okay. I'm wondering about saying like, but you don't want to go too deep on bacteria and the lead because you don't people to like know it's probably, I was Wondering if there's something around. Like, This germ is, like. Is found inside your body and outside your body. Like, it does this and this, but it's actually, like, I don't know. So we have weird, paradoxical things like a germ, but, like, you know, like, what is it? Or like this, like, little. I don't know. But yeah, that's, you know, I have to think about that. But I think I like that. That dairy one's kind of interesting. Okay. Yeah. Thanks a lot. Yeah. Oh, go. Yeah. For weight loss. For some great foods that use more calories to digest and the amount of calories in them. Yeah, yeah. Mega calorie foods, for sure. Matt said, which these foods gives you diarrhea. Yeah, yeah, exactly. So what I would encourage everyone to do is just sort of like, play with. Play with the idea more. You know, I mean, like, maybe sit down and just like. Because I think if anything too. And it can help you to spark more ideas. Like, we talked about idea generation, but I think that's an ongoing thing. Like, it's just constantly about idea generation. And so if you sort of took time. They take like 15, 20 minutes to sort of, like, think up, like, you know, three to five riddles that you could use. Doesn't mean I have to use all of them. But worst case, you have several that are good. You could always do some exact creators later. Give them to your client if you're writing for a client or for your own stuff. But yeah. Anyone. Anyone got anything else they want to add to the call before we wrap up here? Turn everyone into sphinxes, but don't kill people if they don't get your riddle right. Can't eat them. Oh, God. Brian has said this in his joints up on bsl. One thing you mostly have in your trash that's good for your joints. Yeah. Yeah, you're right. That was a great curiosity element. Great curiosity element for sure. Because. Yeah. I mean, think about, like, fascinations, like, are kind of like riddles, too. And so sometimes we have, like, you know, maybe it's not your lead, but, you know, you have, like, your fascinations anyway. But my. What I want to play with is like. Yeah. Making them even more riddle leaf. So, like, how we talked about the solar stuff where it's sort of like I'm a power bill that I'm this. And then there's this, like. But, you know, like. So it's almost like a. And you have to pay it off fast enough. But I'm just curious if that, like, gets people to Sit there and think about it for a minute. Because it's not like a pattern interrupt, too. You know what I mean? If you're watching YouTube and. Because, like, the big thing. We were talking about this, Luke, Mira and I the other day, and a lot of you know this, but like, with ad creatives in general, especially Facebook and YouTube and stuff, it's like you gotta, like, you really gotta hook them in the first three to five seconds because they're just waiting for the ad to end so they can hit the. Or the wait for five seconds to go by so they can hit the Skip button on YouTube. Right. So it's like if you have them frozen on a riddle, like, does that get them to keep saying for a minute and then are they going to keep being more engaged after? And that's what I'm curious about. Mary, you got anything you want to add or. Luke?

No, but for the YouTube ads, I've been trying to think of structuring ads more to get, like, extreme curiosity in the first five seconds and then try to get some qualifying in between seconds 5 and 30. Because I think you don't have to pay for, like, your ads unless people watch for 30 seconds. So it's like there's a huge drop. Like, there's a huge balancing act between getting massive amount of attention and curiosity in the first five seconds and then using the next 25 seconds to actually qualify your audience. So you're not paying for people that, like, aren't interested, too.

Yeah, I think you can pay it off pretty fast. Like in the. Yeah. My Neighbor's house is 2,000 square feet and he pays. Right.380amonth for his power bill during the summer. My house is 3,000 square feet and I pay $7 per month. Even though I run the thermostat all the time. What do I do differently than my neighbor? Or how is that possible? Like, you know, 1, 2 second pause. Like, are you ready for the answer? It's because I switched to solar and yada, yada, yada, yada. And now, yeah, the government's paying me to do it, so. Yeah, right. Yeah. To be tight. So tight. Yeah, we'll share.

I was saying I think the riddles fit into that structure really good because you want to get that massive curiosity. And then you could just, like, when you do, like, the reveal, you're literally doing the qualifying. So I'm excited to get some of those going now.

Yeah, we'll share in the Facebook group as soon as we. As we start getting feedback, we'll start sharing in the the CA group with, like, feedback on that, but it'd be dope. So cool. Awesome. I'm glad, everyone. Thanks everyone who joined us and hopefully you all enjoyed this call. I'm excited to play with this more and report back and all that. But yeah, that was a fun call. So appreciate y' all and we'll talk to everyone soon. Have a great day.

Awesome. See you guys.