Today, I acquired the finest one-line email I could have hoped for from a client to whom we pitched a quite radical idea:

“Okay… now I’m interested…”

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

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

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


Was there ever before a an ext succinct description of effective marketing?

Curiosity is that first step of exploration whether it it is in scientific, philosophical or marketing-related. That the proof of obtaining traction v an audience.

You are watching: You had my interest now you have my attention

But it can’t finish there.

To do the run from curiosity to attention is the tough work that marketing. Curiosity, when necessary, requires small commitment ~ above the component of the audience. In fact, it regularly happens unconsciously.

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

They room paying attention.

That may seem prefer a usually accomplishment, but it’s precious millions. Inundated as civilization are by the 3,000+ commercial message they receive each day, if you have actually end up being interesting come them, the battle is half won.

So come be interesting is better than gift informative at the outset the the interactions process.

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

But connect someone’s imagination, and also now you have actually his attention. To assist someone visualize the future through your product or service making things better—that’s a winner. You’ve ignited a procedure of psychological integration, relocating from the imaginative come the cognitive. You currently own a few mind cells of genuine estate in the mental of your customer.

To ponder this more closely, girlfriend only need to think how engaged you uncover yourself once a movie generates curiosity and interest around how it’s every going to play out.

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Now all this presupposes the you have actually something interesting enough to stimulate her audience’s curiosity. That your product or business is no just an additional commodity, i m sorry is why differentiation is such a an important component the branding.

And no only must a product or organization be differentiated, yet the means it is communicated must be curiously various too. And if you can do that, just maybe sooner or later you and your idea will accomplish Altoid staus: “Original, Celebrated and Curiously Stong.”