More Clients TV
How To Get Noticed (So Clients Will Buy)
Job 1 if you want to build credibility and trust with potential clients and get them to buy from you is they have to actually notice you in the first place.
In this episode of More Clients TV we look at the science of attention and how to harness it to grab the attention of your audience.
If you want to get notified of these videos the minute they appear on Youtube, click the link below to subscribe to the More Clients TV channel:
How To Get Noticed (So Clients Will Buy)
In the previous episode of More Clients TV we talked about how the number one thing that almost all authorities do is to regularly and consistently share their ideas, insights and content because that's what builds up the credibility and trust over time for people to be ready to buy something significant from them.
But what we also said was that you need those ideas, content and insights to actually get noticed. For people to pay attention to them.
It's no good putting out all this great content if no one's actually paying attention.
In order to do that we're going to look at the psychology or the science behind attention. (If
you're interested in this by the way then a really great layman's guide to the science behind attention is the book Captivology by Ben Parr)
One of the models the book introduces is a three-step model of the phases you go through to give somethign your full attention:
- Immediate Attention is where something initially grabs your attention. For example you hear a loud noise and you're immediately turn to see what it is. Or you see a big headline that's interesting in a newspaper and your eyes are drawn to it.
- Short Attention where you begin to investigate a little bit more. You might read the first paragraph of the article underneath the headline and then if it's interesting you'll read the whole thing.
- Long Attention where you voluntarily give your attention to something and keep coming back to it. This could be tuning in to your favourite TV show every week or making sure you read the email newsletter of someone who's consistently sent you something useful and valuable
Long attention is obviously the most valuable form of attention because people are seeking you out and they're deliberately trying to find you to learn from you to listen to you. It's what gets you the repeated attention you need to build credibility and trust over time.
But you don't get to long attention unless you start with immediate and then short attention.
We're going to focus first on immediate attention.
Immediate attention is all about being distinctive.
It's about standing out and contrasting with the things around you and it essentially dates back to prehistory where our ancestors that noticed that the orange and black stripy animal with big teeth approaching them was different to the other animals they'd seen before and so they ran away and survived to have descendants. And the folks that didn't notice this different thing approaching got eaten.
So from an evolutionary perspective we're hardwired to notice things that look different. That means if you want someone to notice you then the ideas, information and content you put out not only have to be different and valuable, but they have to look different for people to notice them.
It's similar to the way in the consumer goods world that things have to stand out on the supermarket shelf. So if you're in the supermarket, Kellogs corn flakes stands out and looks different to generic own brand. Coca-Cola looks different to Pepsi and all the own brand colas. Or at least they do when their lawyers crack down on imitation.
The other side to a product looking different is that if you get value from it, you'll recognise it next time you see it.
You want that same thing going on with your content.
You want it to stand out in the first place and look different so people pay attention to it. And you want that distinctiveness
to be consistent so that when people see it again and they've had value from it they they know it's you and they deliberately pay attention to it.
Making sure your content looks different means looking at the channel you're going to use or that you regularly use and looking at what's the majority of things look like on there and making sure on there and making sure your content looks different and contrasts with it.
Look at the subject lines of your emails if you do email marketing. Look at the thumbnails of your videos if you do video marketing on YouTube. Look at what people are posting and what that looks like on the social media channels like Linkedin or Facebook you're planning to use.
And then think “how can I be different to that?”
A good example of this is Dragos Balasoiu on Linkedin. Dragos is a branding consultant and if you look at his content on LinkedIn it looks very different to pretty much everything else because he always uses memes as the main image on his posts.
If you're looking through your LinkedIn feed and come across one of his posts they're almost inevitably scroll-stoppers. The meme just grabs your attention and you're drawn to the first few lines of his post.
Now of course his content is very good. He has different ideas that are valuable and challenging. Standing out and grabbing your attention isn't an end in itself. The value of his posts also make him more memorable – and memorable for the right reasons. But the thing that gets your attention in the first place is the use of memes.
Now in reality making a meme and putting it on a LinkedIn post isn't very technically challenging.
What it is though is a little bit brave.
Not firefighter “rush into a burning building to save lives” brave.
But “will I look unprofessional if I do this?” brave. “Will it turn potential clients away?”
In Dragos's case I assume he thought about that and decided to take the risk.
And in truth, it's a small risk. You can always remove the post if you get a bad reaction.
If you want to stand out and look different you've got to do the same with your own marketing.
Inevitably, anything that stands out is going to feel a little risky because it won't look like everyone else's content. If it did, it wouldn't stand out.
But you have to summon up a little bravery. Take that first step. Try out that new and different thing.
And if it works, do it again. Then again. Then again.
And you'll see the impact.
Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using Value-Based Marketing - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.