Today, I gained the finest one-line email I might have hoped because that from a client to whom we pitched a quite radical idea:
“Okay… currently I’m interested…”
That’s the sign that also though us were pushing the envelope a bit, we still had actually an idea that was both relevant and also compelling. (Trust me, I have actually plenty of bad ideas that are neither.)
This reminds me that Leonardo DiCaprio’s personality Calvin Candie in Quentin Tarantino’s brand-new movie Django Unchained who says to his future compadres:
“Gentlemen, you had my curiosity… yet now you have actually my attention.”
Was there ever before a much more succinct description of effective marketing?
Curiosity is that an initial step of discovery whether it be scientific, philosophical or marketing-related. It’s the proof of acquiring traction with an audience.
You are watching: You had my interest now you have
But that can’t finish there.
To do the run from curiosity to attention is the difficult work the marketing. Curiosity, when necessary, requires small commitment ~ above the component of the audience. In fact, it frequently happens unconsciously.
But being interested? That means your audience is consciously engaged.
They room paying attention.
That might seem choose a usual accomplishment, but it’s worth millions. Inundated as world are by the 3,000+ commercial message they get each day, if you have actually end up being interesting come them, the fight is half won.
So come be exciting is better than gift informative at the outset the the communications process.
Too often, in an effort to throw every attribute and capacity into a web page or a video or a brochure, over there is nothing left come the imagination, nothing come pique curiosity and also nothing to inspire interest.
But connect someone’s imagination, and also now you have actually his attention. To help someone visualize the future through your product or service making points better—that’s a winner. You’ve ignited a procedure of psychological integration, moving from the imaginative come the cognitive. You now own a few mind cells of actual estate in the mental of your customer.
To ponder this much more closely, friend only need to think how engaged you find yourself as soon as a movie generates curiosity and also interest about how it’s all going to play out.
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Now all this presupposes that you have actually something interesting sufficient to stimulate her audience’s curiosity. That your product or service is not just another commodity, which is why differentiation is such a vital component of branding.
And no only have to a product or company be differentiated, however the method it is connected must be curiously various too. And also if you can do that, simply maybe sooner or later you and your idea will achieve Altoid staus: “Original, Celebrated and Curiously Stong.”