Today, I gained the finest one-line email I might have hoped for from a customer to whom us pitched a quite radical idea:

“Okay… now I’m interested…”

That’s the authorize that also though us were pushing the envelope a bit, we still had an idea the was both relevant and compelling. (Trust me, I have actually plenty of negative ideas that are neither.)

This reminds me that Leonardo DiCaprio’s character Calvin Candie in Quentin Tarantino’s new movie Django Unchained who states to his future compadres:

“Gentlemen, you had actually my curiosity… yet now you have my attention.”

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Was there ever before a more succinct description of successful marketing?

Curiosity is that very first step of exploration whether it be scientific, thoughtful or marketing-related. The the evidence of getting traction through an audience.

You are watching: You had my curiosity but now you have my attention

But it can’t end there.

To do the run from curiosity to interest is the tough work of marketing. Curiosity, if necessary, requires tiny commitment top top the component of the audience. In fact, it frequently happens unconsciously.

But being interested? That method your audience is consciously engaged.

They space paying attention.

That might seem like a usual accomplishment, but it’s precious millions. Inundated as human being are by the 3,000+ commercial messages they obtain each day, if you have actually come to be interesting come them, the fight is half won.

So to be interesting is better than being informative in ~ the outset that the interactions process.

Too often, in an effort to throw every function and capability into a internet page or a video or a brochure, there is nothing left come the imagination, nothing come pique curiosity and nothing to accumulate interest.

But connect someone’s imagination, and also now you have his attention. To aid someone visualize the future through your product or company making points better—that’s a winner. You’ve ignited a procedure of psychological integration, moving from the imaginative to the cognitive. You now own a few mind cells of genuine estate in the psychic of her customer.

To ponder this an ext closely, girlfriend only need to think how involved you find yourself when a movie generates curiosity and interest about how it’s every going come play out.

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Now all this presupposes the you have actually something interesting sufficient to stimulate your audience’s curiosity. That your product or business is not just an additional commodity, i beg your pardon is why differentiation is such a an important component that branding.

And no only need to a product or service be differentiated, yet the means it is communicated must it is in curiously different too. And also if you deserve to do that, simply maybe at some point you and your idea will attain Altoid staus: “Original, Celebrated and Curiously Stong.”