Can I have your attention is something I used to hear a lot growing up. My mother will say these words with a stern look. Her frustration was palpable and the tension so dense that a little more will make the room explode. I knew I was in trouble when she used my first and middle name.
Not paying attention made it worst. I would not hear her voice until the third or fourth time she called me, each time one or two notches louder.
Attention-deficit is the norm these days. People are easily distracted. They have more options to choose where to divide and spend their time on. Eight-seconds is all you get to pick interest before people move to another activity.
If you are like me, you would probably have to pay attention if something your mom said interested you. And it could have been with a whisper, not a megaphone. The same is true for the people you want to reach.
One way to call for attention is by using a megaphone, increasing the volume of ads. The idea is that the louder you speak, the more they will hear you. But, if the message does not resonate; it is not welcome. So, it doesn’t matter how loud you get. The message will become background noise and not heard.
Another way is to focus on earning attention. Earned attention builds on relationships and trust. It is welcome and gives you permission to engage.
Relationship and trust are based on your customers’ understanding. However, when the understanding is superficial, mundane, or based on limited experience, it will undermine the impact you want to have. Allow yourself to get insightful understanding and let go of preconceived assumptions. Customer insight is the bridge connects hears and minds. And since it is centered on human needs and desires, it leads to create value in people’s lives.
Show some brand love. Provide content and experiences that help reinforce who your customers are and reflected who they want to be. Especially if you are marketing to Hispanics and other multicultural audiences.
Appealing to their personal identity and motivations is more successful in creating impactful communications, experiences, and motivation that inspire action.