The Battle for Attention

Can you name the last 5 blogs you’ve visited recently?  What about Facebook Pages?  Chances are that you, like most people, have no idea.  I read somewhere that we are bombarded with 30,000 marketing messages DAILY.  Oh my goodness!  How on earth will you help people focus on YOUR message?

We’ve been focusing this week on Facebook Pages, but honestly this post today applies no matter how you do marketing…be it through a blog, a Facebook Profile, a Page, a message board, or even the supermarket community bulletin board.  You need to stand out.  Get noticed.  And entice people to return to you again and again.

The thing to keep in mind is that people are more likely to pay attention if what they see meets a need that they have.  So when you focus on YOUR opportunity, YOUR products, YOUR specials, unless they’ve already said to themselves, “I need a colander” or whatever you’re offering, they’re going to move on to the next thing.

What you need to do is help CREATE that need by focusing in on problems rather than products/opportunity.

What’s the difference?

Consider the problems that create a need for your skin care products:

  • Dark circles
  • Uneven skin tone
  • Stress
  • Dryness

Etc.  I’m sure if you sell skin care products you could come up with a whole list of problems that your skin care products solve.  Now if my problem is dry skin, which is more likely to catch my attention?  A sale on a skin care cream that I know nothing about?  Or the 5 main causes of dryness, and what you should do about it (which includes information about your latest product.)  See the difference?

Now let’s take a look at how to do that with your opportunity.

Consider the problems that your opportunity solves:

  • Trouble making the car/house payment
  • Need for adult conversation
  • Desire to afford that trip to Disney with the kids

Etc.  Now if your post about the opportunity is simply “We have a great opportunity,” that means nothing to me.  But consider a post that specifically calls out needs that resonate with me, such as “Ready for some adult conversation, while you make extra money for that dream vacation?” (I would add a picture of a crying baby here.)  That’s more likely to get my attention.

As we continue to get bombarded with marketing messages, it’s only going to get harder to get people’s attention.  But at their essence, people are focused on their needs.  If you can craft your messages so that they appeal to a person’s desire to solve their problems, you’re a lot more likely to get those 5 seconds of attention that can lead to a sale or recruit.

Obviously you need to follow up by building a relationship.  That’s what causes a conversion.  But you need to get their attention first.  And that’s done through a focus on needs-based marketing.

How do you get people’s attention with your marketing?  Would love to read your thoughts in the comments below.

image credit: Juliana Coutinho

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