How To Get Attention, or: 'As You Read This, You Feel an
Irresistible Urge to Go On Reading!'
We all want attention. As children we crave the attention of our
parents. Later in life, we want to be seen and noticed by
friends and lovers. And when running most any type of business,
we must attract the attention of our potential customers.
But how do you get somebody's undivided attention? When you were
an infant, you got attention by screaming and crying. Then your
parents knew you needed your diapers changed. As an adult, you
can try using the same method to get noticed. Sure, you will get
noticed - but in a negative way!
On the Internet, every website that is selling something has the
need to be attention-grabbing; to make the visitors read about
their offer rather than just clicking away. Some are then
tempted to use the infant method of getting attention: screaming
and yelling. Popup-windows that pop up in your face and obscure
the page text you're just trying to read, is one example.
Flash-generated intro's that stop you in your tracks and say
"Heeey, wait - before you read about our products I've got this
f-a-n-t-a-s-t-i-c visual effect to show you...!" is another
example of attention-grabbing contraptions that actually defeat
their own purpose. They yell and scream at you, and draw your
attention to the fact that you'd better spend your precious time
somewhere else.
One of my websites is called "The Hosting Finder". It provides
some reviews of carefully selected web hosting companies; the
site also offers articles and RSS-feeds on web development and
related topics. In other words, I am not selling anything on
this website, and so I do not feel it would be appropriate to
use a hard-selling jargon in my introductory headline. Right
now, it reads:
"Finding a Web Hosting Provider That Will Take Good Care of
Your Precious Web Pages ... Can Be Confusing"
(I then explain how I researched the web to find good hosting
services based on un-biased customer ratings rather than hype.)
Recently, a marketing consultant offered to look at this website
and give me some feedback at no cost. I accepted, and after
checking my landing page he declared the headline to be "generic
and bland". Instead, he suggested the following:
"Want An Objective 'Client Feedback' Guide To Help You Find A
100% Trustworthy, Inexpensive, And Complete Web Hosting Service
Provider (Based On Survey Results, Not Marketing Propaganda) --
With All The Options You Need To Run Your Web Site Smoothly And
Successfully?
Avoid The Hosting Nightmare Of Trying To Keep Your Site Live And
Running Smoothly... Stop Wasting Time And Money In Costly Bad
Service"
In my reply, I thanked him for his trouble. I also pointed out
that this flood of words might not be the optimal way of
building confidence in my integrity as the provider of impartial
reviews on web hosting.
Maybe I am wrong, who knows. Perhaps I should start yelling and
screaming just like everybody else? But I just don't like the
idea of doing that. I'd rather hypnotize people into
reading my texts. Some marketing gurus advocate this approach.
Here are a few examples of how you're supposed to hypnotize
people:
1. As you keep reading this ad copy, you are feeling more
and more compelled to experience all the benefits of our product.
2. The more you understand just how valuable our product could
be to your life, the less you think about delaying this
important purchase.
3. After you read this short ad you will feel like your problems
are almost completely solved, all you will have to do is
order.
Well, don't you feel compelled to reach for your wallet right
now?! This is not a joke; it's seriously intended to be
persuading people. And maybe it is, although I personally find
it more amusing than hypnotizing. (I'll make a pause here; I
just feel I have to go out and buy something!)
OK, I am back. Time to finish this little essay on how to get
attention. Oh, you have read this far? So I have managed
to keep your attention then! I did it by ... no, I won't give my
secret away. You'll have to read my Special Report, which I'm
selling for ONLY $97. But hurry, this exclusive limited special
offer expires at midnight!