Give potential customers a reason to keep reading.

At the end of a paragraph, put a very short sentence that offers some reason for the reader to read the next paragraph.

Use sentences like...

And here's why.

But there's more.

So read on.

But I didn't stop there.

Let me explain.

Now here comes the good part.

You want to create such compelling ad copy that you don't need the curiosity seeds, but often that is very difficult. And using curiosity seeds enhances most ad copy. But don't overdo it.

Curiosity seeds can also be used at the beginning of an ad where you mention some benefit or payoff that you are going to reveal somewhere in your copy. In short, the reader has to read the entire ad to find it.