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At a time when everyone is overwhelmed with information, there is a battle for attention. We often have only fractions of seconds to grab attention in the beginning. If we succeed we get the opportunity to convey broader information. But even here we cannot have exaggerated expectations. Interest needs to be deepened with every word. Even now we cannot expect the reader to give us attention for more than a few dozen seconds.
So let’s look at three basic questions:
- How to be successful in the first step?
- How to build interest and not lose it?
- How to attract the right attention?
How to be successful in the first step?
This is where we have to go “live”. The path to preparing a message that can engage is painful and must be so. Because thinking hurts and thinking is key in this step.
It is necessary to think about the product and its added value. What value does it bring and what is bothering the customer that you can help with your product. It is important to think about the specific benefits of your product.
If you can name the benefit of your product you can offer it to the public. You gain the ability to captivate. We all care if someone is addressing our problems.
How to build interest and not lose it?
If you have been successful in step one it is likely that you have initiated communication with the person you can help.
How? When? How much?
These are themes that will always work. They can be packaged differently. In my case, when offering marketing services, I would inform the prospective client that consultations are the most important part of developing a marketing plan, that often all it takes is up to 10 hours, which doesn’t even have to cost $500, and that it is possible to get started within a week with a free initial consultation. These initial consultations are an essential step to a successful communications and marketing strategy.
We can reflect together on how this might look for you.
How to attract the right attention?
Your offer must contain real added value and solve the customer’s problem. If you name it correctly you have taken a step in the right direction. You’ve buttoned the first button on your “marketing shirt” correctly. That’s encouraging. There is reason to rejoice and celebrate. Even after years of operation, many companies still have not considered this neck of the woods and their communication effectiveness is thus severely limited. This translates into high marketing and sales costs.
Maybe you are also at the beginning or have a need to complete this missing step. If you feel like taking a step in the right direction in marketing, don’t hesitate to contact us. We will be happy to help you on your way. In case you have already successfully mastered it we will be happy to help you with the next steps(see our services).
