I was looking through a list of ads in my inbox the other day.
Just scanning through them the way most people do.
And honestly… not many of them made me want to click.
That’s not unusual.
But it got me thinking.
What actually makes someone click?
First, You Have to Get Noticed
Before anything else happens, an ad has to get your attention.
If it blends in with everything else, it doesn’t matter how good the idea is.
It never gets seen.
One thing I noticed while scrolling is how similar most ads look.
Same kinds of words.
Same kinds of promises.
Same overall feel.
After a while, your brain just filters them out.
The Ones That Stood Out
The ads that caught my attention weren’t necessarily better.
They were just… different.
They didn’t look like typical ads.
They didn’t lead with the usual words like:
– exciting
– opportunity
– viral
– bonus
– launch
Instead, they felt a little more natural.
Almost like something I’d actually want to read.
That alone was enough to make me pause for a second.
Attention Comes First. Curiosity Comes Second.
A lot of people talk about curiosity like it’s the main thing.
And it is important.
But it’s not the first step.
Curiosity only happens after you’ve already stopped scrolling.
If your ad doesn’t get noticed, nobody ever gets curious.
That’s the part that’s easy to miss.
The Moment Something Feels Different
The ads that made me want to click had one thing in common.
They didn’t immediately feel like ads.
They felt like something slightly unexpected.
Something that made me think:
“What is this?”
That moment is where curiosity starts.
It Still Has to Be Relevant
Even if something gets your attention, you’re not going to click it unless it connects with you in some way.
Most ads in my inbox were promoting the same types of things:
– traffic
– opportunities
– systems
And after seeing enough of those, they all start to feel the same.
But every once in a while, something shows up that promises something a little different.
Sometimes it’s something I didn’t even realize I was interested in until I saw it.
Those are the ones that get clicks.
What This Means
If I had to break it down simply, it looks like this:
– first, it gets noticed
– then, it creates curiosity
– then, it connects
Most ads try to skip straight to the last part.
But if the first two steps don’t happen, nothing else matters.
Final Thoughts
Looking through that inbox was a good reminder.
People aren’t sitting there waiting to click your ad.
They’re scanning.
They’re filtering.
They’re ignoring most of what they see.
If you want someone to click, you don’t just need a good idea.
You need a way to present that idea so it actually gets noticed first.
Then curiosity can do its job.
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