We all want attention. Take that as a premise and you’ll get more clients for your business (and more customers for your clients). But there’s a problem… (hint: there always is).
There are two distinct groups of people: a) attention seekers, and b) attention givers (plus a third group we’ll get to later). Seekers show up with a clear set of traits:
1 they talk a lot
2 they tend to talk loudly
3 they never let up
4 they’re mostly desperate
5 they can never get enough
Oh, and they don’t listen. Why should they, how does that get more attention! Well, listen up…
If you got this far, you’re not an attention seeker (not in the sense I mean). Attention seekers are hard to sell to. They do buy stuff of course (in fact they buy loads of stuff – just as much as anyone else), but you’re not going to sell them anything unless you can get a word in and convince them the thing you’re selling will get them more attention.
I don’t mean that in the literal sense (attention seekers are often blind to their attention seeking traits).
What we actually need (to get their attention) is attraction. So what attracts an attention seeker? An attention giver. Anyone willing to listen. Even better, a whole audience of them. The more the merrier (the clarion call of attention seekers).
If you’ve ever experienced a non-stop talker to the point that you’re being held hostage, that’s the kind of attention seeker I’m talking about.
Luckily for you and me, there aren’t too many of them, and since they’re so hard to sell to, we can ignore them.
So let’s move on to attention givers. Here are their traits:
1 they talk less than they listen
2 they will stop talking when someone else starts
3 they are rarely desperate (just highly inquisitive)
4 they can never get enough
Attention givers are easier to sell to (it doesn’t mean they’ll buy, but at least they give us a shot).
Most copywriters write for attention givers. The problem is, they’re doing it subconsciously. The assumption is that everyone will read their copy, or to put it another way, everyone is a listener. There is no premise in place. And that’s what makes it an assumption (assumptions are bad in the world of copywriting).
Hold that thought in mind for part 2.
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