When you present an incomplete thought in the subject line, it's a cliffhanger; it
makes you WANT to know what the heck is inside that damn email. Maria Veloso,
an expert at web copywriting, calls it a "Brain Itch"...
The science behind it, is that it activates the Reticular Activating System (RAS)
in your brain...
The RAS doesn't like incomplete information and as a result it doesn't stop
working until it finds the information it needs to close a topic.
Ever wake up in the middle of the night and remember something you forgot
during the day?
That’s your RAS at work.
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