You’ll soon start doing some brainstorming to figure out your main promise and unique delivery. This combination must have a balance of seven qualities to command attention.
If you’re lacking in any of these areas, your prospects will soon lose interest.
The following are seven features in no particular order:
Let’s take a look at each of them on their own… Let’s take a look at each of them separately.
#1. Attention Is All You Need- Singular
The goal is to come up with and share only one large promise, or one unique delivery system. This is accomplished with a single tale. Your objective is to elicit just one feeling and bring your prospects to a single conclusion through your story.
You see, there’s a widespread marketing issue that I’m going to show you…
On some level, marketers understand that their concept is bad. Their “major promise” is meaningless; the emotion they’re attempting to elicit isn’t strong.
So, what do they do?
They try to add more items. They strive for a lot of different “big promises,” multiple storylines, and several conclusions.
I’m not going to go through what happens. The promise gets diluted. The entire marketing message becomes unclear. And prospects avoid the marketing message like sumo wrestlers despise rice cakes.
So there you have it: adding on extra stuff to improve your attention-getting marketing message does not make it stronger. Instead, it makes it weaker.
Let me illustrate the point with an example…
You forgot your phone at home, and now you’re in a strange part of town with no cash. Let’s suppose you go up to Joe Blow on the street and ask him how to get to the nearest ATM. You want a set of straightforward “Point A to Point B” directions, correct?
Joe Blow then goes on to explain how to get to the nearest ATM. The instructions appear straightforward enough. You’re about ready to go your separate way. Joe, on the other hand, informs you that there’s another tiny but still accessible ATM that is just a little bit further away and won’t be disrupted by road work.
“Okay,” you say. “Tell me how to get there.”
He tells you.
However, he then encourages you to use a different ATM, because it has a higher transaction fee than the first one he informed you about.
So you’re thinking about going to the first one.
Then he informs you that the first is located in a questionable gas station, so you should avoid it as well.
After about six ATM descriptions and a set of directions, you’re ready to give up. You’re perplexed, to say the least. You can’t even recall the route to any of the alternatives. And because there are so many possibilities, choosing one may be difficult.
So, here’s where I’m taking it…
You’ll just confuse your prospects if you throw a lot of alternatives, benefits, stories, conclusions, and emotions at them. They’ll be confused. Stuck between two options. Unable to choose which option is better for them.
Don’t turn your marketing message into a be cluster, according to the Law of Clutter. Instead, deliver and communicate only ONE clear concept.
So, let’s move on to the next topic…
#2. Attention Is All You Need– Specificity
You’re sure to have a good idea of what type of advantage or promise you’d like to convey. If you want to make this guarantee as strong and appealing as possible, it must be SPECIFIC.
Let’s assume you’re selling weight-loss products and claim to prospects that they may “lose weight.”
What do you think your prospects will think?
This: “BIG DEAL!”
It is technically considered to be “losing weight” if you shed one ounce. But I can promise that your prospects are searching for a lot more than one pound of weight to lose.
That is why you need to be clear about your promise.
E.G., “Lose 55 pounds or your money back!”
NOTE: As an example, I’m just offering this as a possibility. You should always double-check your local laws before making any specific claims. (This is especially true of income claims, but it applies to other things as well.)
The second reason to be precise is that a certain number is more credible. The greater the degree of specificity, the more credible it is.
Following are examples of what I’m talking about: Don’t round up. Round down isn’t one of them. Be precise, when appropriate.
Let’s assume you have an ad venue (such as a newsletter) that exposes advertisers to 5014 prospects.
The result is that you have 5,000 prospects. In any other case, rounding down to 5000 makes sense. After all, psychologically, consumers consider 5,000 prospects and 5,014 prospects to be comparable. The extra “14” isn’t significant when compared to someone thinking about whether or not to run an ad in a certain venue.
But that’s not where the impact of this statement is felt.
Here’s the problem: saying “5000” is a bit too tidy. Your prospect understands that you don’t have precisely (and I mean exactly) 5000 subscribers to that newsletter when rationally you know it. So, when you say there are exactly 5 000, there will be that pesky thought in the prospective advertiser’s head that you’re fudging other numbers, too.
That is why you provide a precise, exact quantity: 5014. Because when you do so, there’s a part of your prospect that says, “Wow, this person is precise… trustworthy… honest.” This establishes trust between you and your customer, which results in a higher conversion rate, a bigger list, and more sales later on.
However, let’s not get ahead of ourselves. Let us return to the seven features your marking message must have to attract attention.
Here’s number three…
#3. Attention Is All You Need– Stylish
To capture the attention of your audience, your marketing message must be appealing. And I mean by that term that it has to be contemporary.
Let me demonstrate to you a simple example…
Imagine a complete stranger walking into the room. He has a mullet (business in the front, party in the back) and is wearing a Member’s Only jacket with parachute pants. You suddenly realize he’s come to offer you some fashion advice when you see his 80s hairdo go with his member’s only jacket and parachute pants.
A typical reaction? “Uhhhh… NO!”
Your prospects are the same way. They won’t pay attention to you if your message doesn’t appear timely and new. Simply said, yesterday’s news isn’t worth paying attention to. If you want people to pay attention to you, the “right now” vibe is a must… and even better if your marketing message promises something like, “This is the future”.
Makes sense, right?
Anything that is “cutting edge” has a higher value to us. We are not fans of outdated, out-of-date news or goods.
We delete it from our brains when we see things that appear to be ancient and obsolete.
In reality, our brains “glow” when we encounter something new.
That’s correct: our brains give us a rush of feel-good chemicals.
Consumers are always seeking new things, which means they’re constantly on the lookout for anything new. When someone sees your marketing message and says, “Whoa, I’ve never seen this before,” you’ve got biology in your corner to reel them in.
Again, don’t stress if your solution isn’t original. All you have to do is provide it distinctively. That’s enough to turn on your prospect’s brain and get them signing up for your list so they can get their next “fix” of euphoric brain chemicals.
Here’s the next component of a powerful, attention-getting marketing message…
#4. Attention Is All You Need – Strategic
A common technique of persuasion is to lead the receiver to a single conclusion. And one excellent approach to do so is by demonstrating that your unique delivery solution is the greatest method for them to receive the promised advantage or achieve a goal.
You don’t want your prospects to be distracted by anything else.
You also don’t want them to consider how your rivals’ solutions might meet their needs. As a result, your distinct delivery will assist seal the bargain and lead them to the logical conclusion that they should do business with you.
Let’s return to the P90X example you read about a few pages ago…
Consider a scenario in which someone is seeking to reduce weight. And suppose they come across P90X before developing their “muscle confusion” mechanism. Here’s a firm claiming that prospects will alter their bodies in 90 days by using more activity and fewer calories.
All dieting plans work in the same way. There is no secret to it. So now a prospect is thinking about his or her competition. They begin looking around for other options. And there’s a good chance they’ll choose another program that balances calories and exercise even more severely than yours.
Then include in the one-of-a-kind delivery (confusion in muscles), and suddenly the prospect sees just ONE solution: P90X. That’s because the only program that offers prospects a chance to take advantage of muscle confusion is P90X.
The basic mistake that most salespeople make is to provide a generic solution. You need to drive your prospects straight towards your intended conclusion, like as a border collie herding sheep – and this implies providing them with something special so they ignore other (lesser!) options.
The next quality that aids in the command of your marketing message…
#5. Attention Is All You Need– Stimulating
To elicit attention, you must first arouse emotion.
That’s because people make decisions and take action based on emotion, but then justify them with logic.
If you can conceive of a battle between logic and emotion taking place inside your prospect’s mind, emotion will almost always triumph.
Consider the guy who goes out to purchase a more practical, gas-sipping hybrid vehicle and leaves the dealership with a new sports car. Emotion has triumphed over logic there.
The woman desperately wants to be married and have children, but can’t seem to stop pursuing “bad boys,” even though she knows they aren’t stable enough for marriage and kids.
That’s when emotion outweighs logic.
The shopper pays more for the name-brand product over the generic because he or she is emotional about it. The person may very well understand that the items are identical, but emotion prevails once again.
That’s why your marketing message must elicit an emotional response since that is what will persuade your prospect to take action.
Remember, you must focus on a single emotion.
Sure, your overall marketing campaign is likely to elicit a variety of emotions. However, when you fire off that one-two punch of a marketing message, you must concentrate on just ONE emotion. Otherwise, you risk dissipating the impact of your message (and prospects’ attention).
The next quality of a strong, attention-getting message…
#6. Attention Is All You Need – Simple
You have a limited amount of time to pique your prospect’s interest. That means your message must be simple enough to comprehend immediately.
Now is not the time for complexity. Your prospect doesn’t have the attention span or cognitive capacity to deal with it, especially since you’re just trying to pique their interest. They don’t want to waste time figuring out what’s in it for them.
Instead, you should deliver a short, sweet, and to-the-point statement that piques their interest.
Here are two “don’ts” to bear in mind:
Don’t overestimate your users’ understanding.
Here’s the thing about being an expert in your field…
Chances are, you make intuitive leaps that your prospects are simply unable to do. You know so much that you’ve forgotten what it’s like to be a novice in the industry. As a result, it’s all too easy for your marketing messages to become overly technical owing to the mistaken belief that your users know more than they truly do.
To be sure, experts make logical leaps that novices (or even intermediate-level users) can’t grasp, which may help beginners learn and understand better.
That is why, in some cases, college students may better grasp complicated topics if a graduate-level teaching assistant (TA) teaches them instead of the instructor. Because the TA is closer to the undergraduates in terms of learning, he does not make the logical leaps that the professor (an expert) would.
Now you might be wondering what I’m talking about with “logical leaps.”
Let me explain…
It means omitting crucial information because you believe the audience already knows that “A” must be completed before “B” can be performed.
Let me give you an example…
Let’s assume you’re teaching novice marketers how to get started with a blog. So, you begin by explaining to them how to set up a WordPress site on their website. Your first order of business:
“Download the files from wordpress.org.”
You just assume that users have already taken the ACTUAL first step, which is to acquire a domain name and secure hosting. And you start instructing them on how to install WordPress based on this assumption that they’ve already started.
If you’re talking to real beginners, you’ve already lost them. You’ve made a logical leap in the assumption that they already have a website (or that they know how to do it). They don’t know where to go for a domain name, aren’t aware of hosting, and haven’t heard of changing domain nameservers.
Even if your step-by-step instructions for setting up a WordPress blog are straight and easy to follow, it will not make any difference. You’ve already lost them before they have a chance to follow your directions if you start by assuming that your users knew more than they actually did!
The same is true of your marketing message.
If you assume some level of knowledge that isn’t there, you’re going to lose your prospect’s attention.
If you’re not sure what your prospects are aware of, now isn’t the time to guess. Instead, find out for yourself. Make some market research. Survey them or have a focus group on hand. And if you have any doubt at all, err on the side of caution and assume that your market knows less than they know.
All of this is related to the next tip…
Don’t try to sound smart.
Speaking at a level of expertise that is beyond your target market is one approach to appear intelligent. Another method is to utilize big, needless words just to be creative. We’re talking about those “$100 words” that make you feel as if you’re smart… but the result is that they cloud your marketing messaging.
Because here’s the thing…
Whether you’re crafting a short hook or a pages-long sales letter, you want your message to be smooth as silk. Big words and convoluted sentences only serve as speed bumps that slow down your reader.
Readers will click away if you confuse them, slow down, or need them to re-read anything to “understand it.” That’s why you must keep both your marketing message and the way you communicate it simple and easy to understand quickly.
The final feature of an attention-grabbing marketing message is…
#7. Secret Of Commanding Attention – Shocking
This is something that we’ve previously addressed in the guide. The goal is for your message to act as a pattern interruption. It must “shock” your prospect out of whatever (irrelevant) thought they’re having so they can pay attention to you.
You don’t accomplish this with a copycat marketing message.
You don’t accomplish this with a boring message.
You don’t accomplish this with an average, everyday marketing message.
To shock, your marketing message must be audacious and different.
With that in mind (along with the other six characteristics we’ve been talking about), let’s now look at the two-part task of determining your big promise and deciding on a unique delivery…
For more tips on getting your message out, go HERE