Can you get attention just by being you? In other words, by being who you are and acting that way in every interaction, is that enough to get the attention you need to get the clients you need to earn the money you need to become a full time professional copywriter?
[Click here for part 1]
No is the simple answer, and the good news is it’s the same for your prospects and clients. We know this is true because you’d already have what you want and so would your prospects and clients (if you have all this and just like hanging out here, then please forgive me).
To get attention, we need to be interesting or important (according to the dictionary). But most of us are pretty useless at that. It takes a lot of energy to be interesting, and (ironically) a lot of attention to be important.
But in that one paragraph there is much wisdom. If people who are important get attention, then maybe our time and energy is better spent on becoming important. How? By doing things that people desperately want done (or creating products that people desperately need).
This highlights the missing ingredient of most targeting. Desperation. We can copy the Richard Bransons of this world all day long and get as notorious as we want, but we’ll still get nowhere unless we can find the desperation in our market and fix it.
This is why click baiting fails (or fails to last any length of time to be more accurate). Getting attention is easy. Turning it into sales is not.
Coca-Cola is addictive (or rather, refined sugar is). It’s the same with McDonald’s hamburgers (I was addicted to them in my twenties – back in the days when I had to travel to London to get one – a long time ago).
Cold beers are sold best against a backdrop of baking hot sun, beaches or deserts, along with images of hot sweaty people desperate to cool down. The beads of sweat when combined with the condensation of water droplets on a cold bottle of beer sends us crazy with desire (or those of us addicted to it anyway).
A conservatory is best sold against a backdrop of glorious summer sun, buzzing bees, and a garden full of flowers, trees, and children.
Great advertisers understand desperation and how it’s best used to get attention. Given enough air time, we slowly get the message that adding, say, a conservatory to our houses says something about us. We take on a new status. We have a sense of importance.
We’ll go a little deeper in Part 3. Meanwhile, let me know in the comments below if you’ve seen any ads recently that connect the dots of attention, desperation, and importance – or any ads that completely fail.