The Indisputable Law(s) of Attention for Copywriters Part 2

This is part 2 of the Indisputable Law(s) of Attention series. If you haven’t read part 1, start there first. Here’s the link:

Attention seekers do what it says on the tin. They constantly seek attention. That’s all we need to know about them.

Attention givers (their opposites) do the opposite. They listen. It doesn’t mean they’ll buy any more than attention seekers, but we have a chance with them, so it’s worth investigating why an attention giver may NOT buy.

And surprise surprise, it’s for the same reason anyone doesn’t buy. Whatever it is they’re being offered is not something they want (or need) right now.

Which brings us to the third group (mentioned in part 1). Let’s call this group “everyone else”. Sometimes they’re in talking mode, and sometimes they’re not.

Sometimes they’ll add a comment to something and sometimes they won’t. What makes them different? They’re impossible to pigeonhole.

Why does that matter? It’s called the Pigeonhole Principle (first identified in 1624 by Jean Leurechon, then expanded upon by Dirichlet 210 years later).

It goes something like this, given a box of items, we can figure out roughly how long it will take to find an item if we randomly stick our hand in the box and pull stuff out (blindfolded obviously).

So given a certain known audience, we can use the same principle to estimate how many people will be interested in an offer (provided we know the size of the audience and the number of identified types in that audience).

This is all very fuzzy of course, but that’s true about most marketing (with the exception of the rhetorical bunch of dehydrated holidaymakers stranded in the Sahara desert who come across someone selling ice-cold bottles of water).

This is also why attention is useless if it doesn’t match attraction – hence focusing on CTR is pointless if we don’t also focus on conversions and refunds.

Armed with that. we’ll put it all together in part 3 coming Friday.



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