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The key to marketing messages – Capture Attention First

Guest post by: Jeff Ogden

Article Overview: The most important first job of your content is to capture the attention of the reader. The great minds at MarketingExperiments said it best. You have seven seconds to grab attention.

The key to marketing messages – Capture Attention First

B2B demand generation | Content Marketing Tips

“The web is the same as a movie. The story must click in the first paragraph. You must answer what, before you answer why.” Dr. Flint McLaughlin. MECLABS

They used the ideas of movies to illustrate a point. Capturing attention is why movies start with a great battle scene – or parachuting behind enemy lines, or other dramatic device. They capture attention.

B2B marketers need to capture attention first. This video illustrates a classic movie’s way of capturing attention. Notice they answer Why you should watch before the What you are watching.

Do you notice how Star Wars opened with a classic battle scene? Or how Dances with Wolves showed an arrow coming from nowhere to kill a man?

Every movie starts by grabbing your attention. If you want you marketing content to be effective, you need to first grab attention in the first 7 seconds.

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation



Related Forum Posts
Advertisement that sales - Plan your marketing programme. It should include commitment to capital resources. If you run a small business, you aren't likely to have a generous enough advertising budget that will allow you to run costly branding or campaign ads. Every advertisement you run must convey to your prospect a solid offer and attractive reasons to act quickly, and result in increased sales and an enhanced image of your company. Good advertising always pays its own way through increased sales and profits, improved cost-effectiveness, reduced selling costs and shortened selling cycles. A useful formula that will help you increase the effectiveness of your advertising efforts is A-I-D-A, which stands for Attention, Interest, Desire and Action. When creating an advertisement, always remind yourself that it should: (1) capture your prospects' Attention, (2) arouse their Interest in your offer, (3) create their Desire for your product or service, and (4) provide a powerful spur to Action, that is, turn your prospect into buyers. Remember, bad advertising is an unproductive expense, and good advertising is an investment in future profits!
Create a niche - I think it's all about focusing on the smaller niches... not such a broad 'marketing to the masses'... leave that to the big players and their safe and boring marketing messages. If the product or service is ideal for the masses, that's great, but tailor it down to smaller niche bases. Have a localized approach. When they find you, their already qualified because they did a specific search for your niche. Then create a personalized experience, and yes, make it ALL about solutions for them. Be the expert in the niche, give information willingly via articles, case studies, or reviews... give away a free mini-course, or ebook, get them on your mailing list. Create intriguing follow-up messages that encourage them to buy. Give, give, give... If you're creative and you can tell a story about it, all the better. Who am I fooling here... you guys know this already...
Re: Email marketing strategy - Nice thread!!! Email marketing is a great way to go and very powerful if done correctly. So many times I see peopl just sending sales message after sales message to people and offering no value to them at all, lets face it who wants a inbox of sales pitches!!! You can automate your messages but as stated above you should update those messages regularly, also look to broadcast regularly with recent up to date material that is conguent with your list and what they are looking for, this shows them that their is actually a real person behind the emails and helps with building rapport
Re: Email Marketing Benefits - Email marketing is a kind of direct marketing used by marketers to communicate with potential or existing customers directly by means of email. In email marketing, sales letters are never sent in an unsolicited way, and every person on an email marketing list, gives permission and agrees to receive email messages from time to time. Here is what you should expect from email marketing service: - Automatic subscribe and unsubscribe. - Automatic removal of bad email addresses. - Automatic message delivery. - Message sending speed and flow control. - Message personalization. With such an email marketing software, you will get a great enhancement in business or e-commerce.
Re: Attention Age Doctrine - Hi Andy, So how did you find of "The Attention Age Doctrine" Part 1? And has following its guidelines yielded any positive results yet?


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