Getting, holding and converting an audience’s attention is probably the biggest battle we face in business.
Here’s my ACDC approach.
Attention: Capture, Direct, Convert
Capture attention with:
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Surprise - confound expectations
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Salience - make sure the right thing stands out
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Sequence - right words in the right order
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Scarcity - FOMO
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Social status - exclusive to them
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Senses - beyond vision
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Secrets - I'd like to say more, but...
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Strangeness - that's odd
Direct attention with:
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Entertainment – keeping them in the right state of mind
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Tension – curiosity only exists when there’s a gap
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Variation – contrast creates interest
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Activity – make them work for it
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Progress – people only persist if they feel they’re getting somewhere
Convert attention with:
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Desire to act – compelling them forward
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Clarity of action – they need to know exactly what to do
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Ease of action – remove undesirable friction
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Comfort with action – reassure them there’s nothing to fear
Attention is currency. The better you capture it, guide it, and convert it, the more influence and impact you’ll have.
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