Incompleteness Keeps Us Curious
In a recent episode of the Freakonomics Podcast, Do You Need Closure, Angela Duckworth and Mike Maughan discuss the Zeigarnik Effect. Their conversation explores a human trait that we can use constructively to sustain and build engagement.
The Psychology of Engagement
Understanding the Zeigarnik Effect – where incomplete tasks are more memorable – is crucial for effective business development and brand building. This principle can be leveraged to create a sustained engagement with your audience.
Amitypath’s Prizes: Creating Positive Uncertainty
Amitypath’s unique approach to business development involves offering prize programmes that apply the Zeigarnik Effect. These programmes create and sustain positive uncertainty, effectively building engagement and awareness around a brand’s values and mission. This method draws together key stakeholders, prospects, and referrers, maintaining their interest over time.
Sustaining Engagement with Prizes
By offering prizes, we signal a positive vision and set of values. This strategy is not just about rewarding participants; it’s about keeping a wide spectrum of people engaged. The anticipation of winning keeps the audience interested and connected to the brand’s narrative.
Broadening Audience Engagement
Prize programmes appeal to a diverse audience. They create a sense of excitement and anticipation, which aligns perfectly with the Zeigarnik Effect. This approach ensures that the audience stays engaged, not just for the short term but for the duration of the campaign.
Reinforcing Brand Values Through Rewards
Prizes are more than just physical rewards; they can embody the values and mission of the brand. This reinforces the brand’s message and strengthens its connection with the audience, making the engagement more meaningful and impactful.
In Summary
Amitypath’s prize programmes use the Zeigarnik Effect to build lasting engagement. By creating positive uncertainty and aligning prizes with brand values, these programmes keep a diverse audience engaged, ensuring that the brand remains memorable and influential.
So What’s In It For Me?
If you would like to explore how the Zeigarnik Effect can help your brand – or you personal brand – to build and sustain engagement, we would love to talk to you about it.
