How do you get the attention of new customers? How do you retain the attention of existing ones? This can be a difficult task to solve, especially since very few people understand how attention fundamentally works. Here are a few ways you can capture more attention.
Put a red border around your profile picture. A study that was conducted on an online dating site found that just putting a thick red border around a person’s face increased how attracted a stranger found that person. The same can be applied to products.
Validate what makes your audience special. Most of us have an innate need for validation from others and to feel like we belong. Some of the greatest projects, startups, and brands have all build lasting communities around this. It’s important to let your audience know they are appreciated, respected, and cherished.
Use contrasting colors for “Buy” buttons. Websites like Amazon.com have a reason why they’re filled with orange and yellow “Buy” buttons. They have clear contrasts against the site’s white and grey backgrounds which means a higher click rate.
Harness the crowd. You have to trust the wisdom of the crowd. The crowd also gravitates towards places where it can participate and have a direct impact.
Our attention is very different to that of an expert. They are consistently rated as the top spokespeople a company can utilize. Try using a credible expert with your business to provide a recommendation or to speak in your favor.
Make what you’re offering scarce.
When we think something is scarce our frame of reference shifts. Gmail for example got tons of attention by using controlled invite systems to limit who could join. Surprisingly, slow rollouts and limiting access is often a powerful way to capture attention.
Provide a visual of any prize or reward you offer.
There have been multiple studies that show we are more motivated when we can see the reward we want to achieve. So you don’t just want to just tell your audience about a reward, you want to show it to them as well.
Give a gift at the most surprising time.
We’re tuned to pay attention to unexpected surprises. When you give a gift, try doing something different like giving it when people least expect it or adding your own creative flair to it.
End with a cliffhanger.
We tend to dislike uncertainty, so we have a thirst for completion and closure. It’s okay to end your campaigns with a “cliffhanger”, your audience will want to come back for the sequel.