Today, I gained the ideal one-line email I can have hoped for from a client to whom we pitched a pretty radical idea:

“Okay… currently I’m interested…”

That’s the authorize that even though we were pushing the envelope a bit, we still had actually an idea that was both appropriate and also compelling. (Trust me, I have actually plenty of bad concepts that are neither.)

This reminds me of Leonarperform DiCaprio’s character Calvin Candie in Quentin Tarantino’s new movie Django Unchained who states to his future compadres:

“Gentlemen, you had actually my curiosity… but now you have my attention.”


Was tbelow ever a more succinct summary of successful marketing?

Curiosity is that first action of discovery whether it be scientific, philosophical or marketing-associated. It’s the evidence of obtaining tractivity via an audience.

You are watching: You had my interest but now you have my attention

But it can’t finish there.

To make the jump from curiosity to interemainder is the hard job-related of marketing. Curiosity, while necessary, needs bit commitment on the component of the audience. In truth, it often happens unconsciously.

But being interested? That indicates your audience is consciously engaged.

They are paying attention.

That might seem like a modest achievement, but it’s worth millions. Inundated as people are by the 3,000+ commercial messages they receive each day, if you have actually come to be amazing to them, the battle is fifty percent won.

So to be exciting is better than being indevelopmental at the outset of the interactions procedure.

Too regularly, in an initiative to cram eextremely attribute and capcapacity right into a web web page or a video or a brochure, tright here is nothing left to the creativity, nopoint to pique curiosity and also nopoint to inspire interest.

But connect someone’s creative thinking, and now you have his attention. To help someone visualize the future with your product or organization making things better—that’s a winner. You’ve ignited a procedure of mental integration, relocating from the imagiindigenous to the cognitive. You currently own a few brain cells of genuine estate in the mind of your customer.

To ponder this even more carefully, you only need to think how engaged you uncover yourself when a movie generates curiosity and interemainder around just how it’s all going to play out.

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Now all this presupposes that you have something exciting enough to stimulate your audience’s curiosity. That your product or business is not simply an additional commodity, which is why differentiation is such an important component of branding.

And not just need to a product or organization be distinguished, but the means it is connected have to be curiously different as well. And if you have the right to carry out that, simply probably one day you and your concept will attain Altoid staus: “Original, Celebrated and Curiously Stong.”