Week 12 Ending-Information Gap Theory

Welcome to the 12th week of the Podcast. This week we talk about
the Information Gap Theory. Developed by George Loewenstein in
the early 1990s, this theory suggests that people will have a
desire to fill in a gap in the knowledge between the information
they have and the information they find out they are
missing. 


By having an intriguing title on your article or ad, you can
entice them to want to fill the gap in their knowledge by staying
tuned to your video, article,  podcast, or
advertisement. 


This is often abused by less scrupulous people and it is known as
clickbait. Be sure to deliver on what you promise your audience
unless you want them to resent and avoid you in the future.


This is also one of the foundations of the marketing tactic used
when people offer a free download in exchange for your email. Too
often we are taught that you need to offer people a free download
of some sort in exchange for their email, but what is neglected
from the description is to be sure what you are offering is an
item that will fill the information gap they have. 


If you are interested in learning more about the psychological
aspects of marketing, be sure to stay tuned to this podcast and
join the Facebook Group Grow an Online Business.