Years ago I subscribed to a paid newsletter in the IM niche.
To access the newsletter, you had to log into a membership site and download the PDF for that month.

I just read a full-blown article on sprinkles – those tiny bits of semi-edible cupcake confetti that add color and sweetness to anything.
As I’m reading the article (link below) I cannot believe there is an entire post written on this. Nor can I believe I’m reading it, and yet I am.
Why?

I’m scrolling around Food52.com when I happen upon this gem:
“12 Under-The-Radar Trader Joe’s Products You Need To Try Immediately”

1: Violate the expectations of your target audience.
Curiosity is stimulated when common beliefs are challenged.

Become a storyteller. Stories connect with people, and the best stories arouse curiosity in the listener.
Remember that people want to connect the dots and when they can’t, their curiosity is powerful enough to motivate them to take the next step, whether that’s opening an email, going to a link or reading further.