- Be brief. Decide what to leave out. Be selective about what you say. Pick one point and stick to it, because that’s all the consumer will remember anyway.
- Be bold. Have you ever surfed the web while listening to music, or watched TV while eating dinner? On your usual drive home from work, you can easily chat with an old friend. But while driving on an unfamiliar street in a strange city, we need to stop talking and take in what’s going on around us. Your consumer may be multitasking, too , and is likely to ignore the expected. An unexpected element grabs attention.
- Be clear. The Wizard of Ads, Roy H. Williams, once said, "The price of clarity is the risk of offense." Clarity leaves little room for vague impressions and enables your consumer to see your brand real. Posing and hype don’t hold up in today’s marketplace, yet many marketers fear telling the truth. Would you dare say who your brand is not for?
- Be sustainable. Once you’ve attracted attention, you must sustain it. Your marketing must grab the consumer and never let them go. Continue to make your website interesting, or consumers will go somewhere else.
- Be relevant. Make sure the attention-grabbers on your website and advertisements are relevant and don’t distract from the main point you want consumers to remember.
Consumers have a lot to look at these days. We’re exposed to several thousand advertisements and websites each day, yet we remember very few of them – despite billions of dollars spent on advertising. How can you do a better job than your competition at attracting your consumer’s attention?