Clickbait taught us one thing very well: curiosity works. But the problem with clickbait isn’t the tease—it’s the letdown. The curiosity gap is powerful when it invites, not when it tricks.

The best marketers understand how to create open loops. They ask the question the reader already has in their head. They show just enough of the answer to get someone to lean in. And then—if they’re good—they deliver.

In 2011, the New York Times ran a headline: “He’s 23. He’s a Billionaire. He’s Not Who You Think.” It wasn’t deceptive. It was irresistible. You wanted to know who. You wanted to be surprised. And when you clicked, the story delivered.

It was about Dustin Moskovitz—the lesser-known Facebook co-founder who left early, quietly founded Asana, and walked away with billions while avoiding the limelight. The story surprised because it fulfilled the question. And in doing so, it earned trust.

The curiosity gap lives at the edge of satisfaction and suspense. It’s in the subject line that doesn’t quite finish the sentence. The video thumbnail that shows but doesn’t explain. The first sentence of an ad that asks a question instead of making a claim.

But here’s the key: the promise has to pay off. Curiosity is a gift. Betray it once, and the reader won’t come back. Honor it, and you earn not just attention—but trust.