This common ‘hack’ is ruining your brand

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Quick question…

Have you ever clicked on a headline that made a bold promise… only to be disappointed five seconds later?

We all have.
And here’s the truth most marketers won’t admit:

👉 The problem isn’t just that it didn’t deliver.
👉 The problem is that now, you don’t trust them anymore.

In today’s edition, we’re going to break down the silent killer of your email engagement…
The difference between curiosity and clickbait, and why confusing the two can quietly destroy your reputation (and your revenue).

Let’s dive in.

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Curiosity ≠ Clickbait

They look similar.
They sound similar.
They even feel similar when you’re writing them.

But there’s one massive difference:

Clickbait manipulates the reader into clicking.
Curiosity opens a loop and invites them into something valuable.

That distinction is everything.

Because your audience doesn’t just want entertainment.
They want clarity. Relevance. Truth. Solutions.

Clickbait is a sugar high.
Curiosity? That’s a long-term relationship builder.

Why Clickbait Kills Engagement

Clickbait can boost short-term opens.
But it crushes long-term trust.

Here’s why:

• Readers feel tricked.

• They stop believing your subject lines.

• Your open rates drop.

• And worst of all? The people who would’ve bought now ghost you.

Every email you send is a chance to build or burn trust.
There’s no neutral.

Clickbait sets fire to your credibility.
And once that trust is gone, it’s game over.

What Real Curiosity Looks Like

The key to curiosity that converts?

Let’s look at two examples:

❌ Clickbait:

✅ Curiosity with value:

That’s the difference.

Great curiosity sets up the payoff, and actually provides the payoff.
It closes the loop.

Clickbait just sets you up to disappoint.

🎯 Use the 3-Check Rule Before You Hit Send

Here’s a simple gut check to avoid the clickbait trap:

1. Is the hook specific?
Generic “you won’t believe this” headlines are red flags.

2. Does the content actually deliver on the promise?
If not, rewrite it. Readers will notice.

3. Will someone thank you after reading it?
That’s your north star. If they feel misled, you missed.

Bonus: Want a formula that never fails? Try this:

Example:

That’s honest. That’s curiosity. That converts.

Confusion Happens When You Write for Clicks, Not Connection

This is the subtle shift most marketers miss.

They chase clicks because they think it proves the email “worked.”
But clicks aren’t the goal.

Connection is.

You want your reader to feel like:
→ “That was worth opening.”
→ “That was written for me.”
→ “This person actually gets it.”

And when that happens, they won’t just click.

They’ll buy.

Do This Instead

If you want emails that get opened and drive action, here’s what to focus on:

1. Use curiosity to open loops, not to mislead
Your job is to make the reader lean in, not feel tricked.

2. Anchor every subject line in truth
Make it intriguing, but always accurate.

3. Make the payoff punchy, fast, and clear
Don’t bury the value. Deliver quickly and make it actionable.

4. Think about tomorrow’s email
If today’s hook disappoints, tomorrow’s won’t even get opened.

You’re not just writing one email.
You’re building a relationship, one line at a time.

The Wrap-Up

Here’s the gut-punch truth:

You don’t need to trick people to get clicks.
You just need to matter to them.

Curiosity is how you start the conversation.
Value is how you earn the next one.

So the next time you write a subject line, ask yourself:

Because your email list isn’t dumb.
They’re human.
And humans can smell clickbait from a mile away.

But when you earn their trust?

They’ll open.
They’ll read.
And eventually… they’ll buy.

Cheers
The InBoXer Team