Today, I gained the finest one-line email I can have hoped because that from a client to whom us pitched a pretty radical idea:
“Okay… now I’m interested…”
That’s the sign that also though us were pushing the envelope a bit, us still had an idea that was both relevant and also compelling. (Trust me, I have plenty of negative ideas that space neither.)
This reminds me that Leonardo DiCaprio’s personality Calvin Candie in Quentin Tarantino’s brand-new movie Django Unchained who states to his future compadres:
“Gentlemen, you had my curiosity… yet now you have my attention.”
Was there ever a more succinct description of successful marketing?
Curiosity is that very first step of exploration whether it it is in scientific, philosophical or marketing-related. It’s the proof of obtaining traction with an audience.
You are watching: You had my curiosity but now you have my attention
But it can’t finish there.
To do the jump from curiosity to interest is the difficult work that marketing. Curiosity, while necessary, requires tiny commitment on the part of the audience. In fact, it frequently happens unconsciously.
But gift interested? That way your audience is consciously engaged.
They space paying attention.
That may seem like a usual accomplishment, yet it’s worth millions. Inundated as world are by the 3,000+ commercial message they receive each day, if you have actually actually come to be interesting come them, the fight is fifty percent won.
So to be exciting is far better than gift informative in ~ the outset of the communications process.
Too often, in an initiative to cram every function and capability into a internet page or a video clip or a brochure, there is nothing left to the imagination, nothing come pique curiosity and nothing to inspire interest.
But communicate someone’s imagination, and now you have actually his attention. To aid someone visualize the future v your product or service making points better—that’s a winner. You’ve ignited a process of psychological integration, moving from the imaginative to the cognitive. You now own a few mind cells of actual estate in the mind of her customer.
To ponder this much more closely, you only need to think how engaged you find yourself as soon as a movie generates curiosity and interest around how it’s every going come play out.
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Now every this presupposes the you have something interesting sufficient to stimulate your audience’s curiosity. The your product or service is not just an additional commodity, i beg your pardon is why differentiation is such a vital component the branding.
And not only must a product or company be differentiated, however the means it is connected must be curiously various too. And if you can do that, just maybe at some point you and your idea will achieve Altoid staus: “Original, Celebrated and also Curiously Stong.”