One of the main causes when a person gets distracted is because of boredom. The other three being hedonic adaption, negativity bias and rumination. As per Nir Eyal in his book Indistractable, the way to avoid boredom is to get curious. Even very mundane tasks as per him can be made interesting if we are curious about something. Curiosity can kill boredom and can stop you from getting distracted
Marketing is applied psychology. What is valid for the individual in his daily routine is also valid for the person who gets your marketing message.
If your message is boring, the prospect will get distracted from your message and move to something else. So you need to make the prospect get curious about your offerings. That’s the only way she will be interested in interacting with you further.
When do people become curious. In my opinion when the message has something directly to do with THEM. Which means the message should look like it’s ONLY TO them and ABOUT them. If the message anywhere screams marketing, it will automatically get banished.
So the messaging has to look one – on – one (to them) and should target the conversation that could be going on in the mind of a prospect (about them). It cannot be a sermon. It has to be specific because people now have a very short attention span.
Which brings us to the most difficult part. Understanding the conversation in the mind of the prospect, building multiple communication pieces which invoke curiosity in her mind.
And you then need to have staying power to ensure, because people respond when they want to respond. If you don’t have the marketing stamina to last long enough then you won’t be able to win.
Till next time then….we will continue on this