The Mechanics of Content Creation That Make Readers Want More

Hello, this is Iguchi.

As a sole proprietor, I spend my days testing hypotheses and verifying them while exploring web marketing and sales promotion methods that can be practiced even with a small budget.In this note, I focus on

marketing terms that we have all heard of but often use without really understanding. Based on my own research and practical experience, I have summarized them in the simplest language possible. I hope that even those who are not comfortable with technical jargon will find this helpful and think, 'I see, that's what that means!'

Have you ever had an experience like this?

The more you are told 'you absolutely must not look,' the more you can't help but be curious... Many of you probably remember feeling a strange sense of excitement as a child toward a 'forbidden box' in your toy chest or a room you were told 'not to enter.'

Actually, there is a name for this 'psychology of wanting to do something more when it is forbidden.' It is called the 'Caligula effect.' It might even be influencing your own actions or your customers' choices.

For example, have you ever been moved by a commercial tagline like 'See the rest on the web!' or phrases like 'Limited to the first 3 people'?

At first, I also tilted my head, thinking, 'I kind of get it, but what does it actually mean?' but after looking into it, I thought, 'I see! This can be applied to business!'

By the time you finish reading this article, the true nature of the Caligula effect will be clear, and you should have concrete tips for 'attracting people's interest.'

What exactly is the Caligula effect?

The Caligula effect is generally explained like this:

'A psychological phenomenon where the more something is forbidden, the more you want to do it.'

Some of you might be thinking, 'Wait, is that... could it be that thing?'
Yes, it is exactly that!

The name is said to come from the 1980 American film 'Caligula.'

Because the content was so extreme, it was banned or strictly restricted in some countries and regions, but that actually piqued people's interest, and it became a huge hit worldwide.

Even though they were told 'don't watch it,' everyone watched it.
Human psychology is interesting, isn't it?

If we compare it to something familiar, is it like a 'forbidden door'?

The Caligula effect is actually all around us in our daily lives.
The easiest way to understand it is through childhood experiences, isn't it?

For example, have you ever been told as a child, 'You must not enter this room!'?

There was nothing in there, but to me, it looked as mysterious as the entrance to outer space, and I was always thrilled by it, haha.

Other examples include...

• Being extremely curious about what comes after 'I can't tell you this yet, but...'

• Ending up reading a post labeled 'Spoiler Alert!'

• Becoming curious about limited-access stories or locked accounts and wanting to follow them.

• When seeing a pixelated image or video, thinking, 'What is this? I want to know what's inside!' and paying attention to it.

• Being strangely drawn to the 'sealed pages' of a magazine.

• After watching a movie trailer, feeling like 'I just have to see the full movie!'

Humans are creatures who, when told 'don't do such and such,' become uncontrollably curious, wondering 'Why is it forbidden?' or 'What is inside?'

This psychology is the true nature of the Caligula effect!

The 'Caligula Effect' for Sole Proprietors and Freelancers

Now, here is the main point!
I will introduce a few concrete examples of how we, as sole proprietors and freelancers, can utilize this Caligula effect in our business.

Example 1: 'See the rest on the web!' in information dissemination

The phrase 'See the rest on the web!' often seen in TV commercials.
This is a classic example of the Caligula effect.

For instance, when writing a how-to article on a blog, you could intentionally withhold the conclusion and present it in a way like, 'The specific steps for the rest of this are available exclusively to free newsletter subscribers!'

By making people think, 'I want to see it all, but it ends here... I'm curious!', the hurdle for newsletter registration drops significantly, doesn't it?

It effectively stimulates the reader's desire to 'know more.'

On Note, it's also a common pattern to let people read only the beginning and then have the interesting rest be a paid note.

Example 2: 'Limited access' or 'Advance notice' on SNS

'This post is available exclusively to followers!'
'Starting now, for 3 hours only, we are starting advance notice for such and such!'

Have you ever seen a post like this?

Words like 'limited' and 'advance' trigger the psychology of 'If I don't see it here and now, I might never be able to see it again!'

For example, if you are an illustrator, you could announce the production process of a new illustration as 'Available for 24 hours only on Instagram Stories!'

If you are a web designer, a form like 'A sneak peek of the website launching next week, exclusively for newsletter readers!' might also work.

The feeling of 'I don't want to miss out!' has the potential to lead to an increase in followers, newsletter registrations, and even product purchases.

Example 3: Membership services and closed communities

"Communities not open to the public"
"Exclusive invitation-only seminar"

This is also an example of applying the Caligula effect.

The restriction that "only a select few can enter" actually increases its value and stimulates the desire to participate.

For example, if you are a consultant, you can create a sense of exclusivity by limiting free individual consultations to "only 3 people this month!" or by promoting a small-group online salon by saying "members can access special information," which makes people feel that "only chosen individuals can participate."

This seems like it could also be a trigger for deepening trust with customers for those of us who work as individuals, doesn't it?

What I realized after learning about this

After looking into the Caligula effect, I realized that while it is a simple psychology where being told "Don't!" makes you "want to do it," using it effectively can attract customer interest and encourage action.

Of course, I want to make sure I never forget the important parts, such as "why I am communicating this" and "what kind of value I want to provide to the customer," rather than just using it blindly.

Thank you for reading until the end.

I would be happy if this article led to a small realization of "I see, so that's what it was!" or provided a hint for your own ideas.

Following me would be a great encouragement.
I will follow you back as well ^^