{"id":13630,"date":"2014-03-04T08:30:13","date_gmt":"2014-03-04T14:30:13","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=13630"},"modified":"2017-07-10T20:12:48","modified_gmt":"2017-07-11T01:12:48","slug":"attention-grabbers","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/attention-grabbers\/","title":{"rendered":"Attention Grabbers: 5 Essentials to Make Your Marketing Stand Out"},"content":{"rendered":"<p>Even if you rarely pay attention to marketing, I\u2019m confident you\u2019ve heard this fact (or a variation): the average American sees or hears <a href=\"https:\/\/usatoday30.usatoday.com\/money\/advertising\/adtrack\/2005-06-19-cannes-box_x.htm\" target=\"_blank\" rel=\"noopener\">3,500+<\/a> advertising and marketing messages <i>a day<\/i>.<\/p>\n<p>As I write, I\u2019m in New York City and I probably see well over <i><a href=\"https:\/\/www.nytimes.com\/2007\/01\/15\/business\/media\/15everywhere.html?pagewanted=all\" target=\"_blank\" rel=\"noopener\">5,000<\/a><\/i> messages during my waking hours.<\/p>\n<p>Here in the Big Apple, it seems every space anyone can see is available: sides of buildings\u2026 stairs on the subway\u2026 bus shelters\u2026 taxi interiors\u2026 elevator walls\u2026 restaurant bathrooms\u2026 jackets\u2026 beer glasses (I\u2019m told).<\/p>\n<p>Here\u2019s an example from the turnstiles on the New York subway.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-1.jpg\"><img decoding=\"async\" width=\"640\" height=\"480\" class=\"aligncenter size-full wp-image-20018\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-1.jpg\" alt=\"Subway Turnstile \" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-1.jpg 640w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-1-300x225.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p>You see advertising on the lower part of the turnstile but look super-closely and you\u2019ll see advertising on the actual turnstile bar\u2014in pink.<\/p>\n<h2>Now let\u2019s do the math<\/h2>\n<p>If I spend approximately 16 hours awake, that\u2019s 960 minutes and thus, in New York City, I see, on average, some type of advertising message every 20 seconds\u2014depending on where my day takes me.<\/p>\n<p>Large corporations spend millions crafting ways to grab your attention. They hire large agencies and, together, they spend hours in meetings creating ads so you pay attention to them\u2014and not the competition.<\/p>\n<p>If you\u2019re a small business owner or the marketing manager of a mid-size company, you don\u2019t have to spend millions. You can spend a fraction of that. But the first step is understanding how to get people to pay attention to your message.<\/p>\n<h2>The secret is AIDA<\/h2>\n<p>As a direct response copywriter, my first responsibility is to work out a way to grab the reader\u2019s attention. In fact, there\u2019s a classic copywriting formula called <a href=\"https:\/\/www.crazyegg.com\/blog\/aida-copywriting-formula\/\">AIDA<\/a>.<\/p>\n<ul>\n<li>Attention<\/li>\n<li>Interest<\/li>\n<li>Desire<\/li>\n<li>Action<\/li>\n<\/ul>\n<p>I\u2019ll focus on the \u2018A\u2019 in this article.<\/p>\n<h2>Sometimes it&#8217;s easy to get people&#8217;s attention<\/h2>\n<p>I just returned from the PGA Merchandise Show in Orlando. In three halls, each the size of a jumbo jet hangar, 45,000 of my closest friends gathered to meet and conduct golf business. I go because I write copy for a golf client.<\/p>\n<p>It\u2019s a challenge to differentiate one booth from another.<\/p>\n<p>All the clothing booths look pretty much the same: beautiful clothes, beautiful people.<\/p>\n<p>All the equipment booths look about the same: the latest clubs and balls with photos of the latest clubs and balls.<\/p>\n<p>Some companies place young and attractive women outside the booth to garner attention; there\u2019s no scientific data on the effectiveness of this tactic, but nobody at the show seems to complain.<\/p>\n<p>At the 2014 show, Callaway used <i>this<\/i> tactic to get my attention.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-2.jpg\"><img decoding=\"async\" width=\"640\" height=\"480\" class=\"aligncenter size-full wp-image-20019\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-2.jpg\" alt=\"Tank\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-2.jpg 640w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-2-300x225.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"line-height: 1.5em;\">Yes \u2026 that\u2019s a tank in the booth. It\u2019s huge (like most tanks). And it worked. I was stunned.<\/span><\/p>\n<h2>What to do when you don\u2019t have a tank<\/h2>\n<p>I know, I know. It\u2019s difficult to fit a full-size tank on a Web page.<\/p>\n<p>So when you\u2019re working on a Web page and you want to grab people\u2019s attention, you have these weapons.<\/p>\n<ol>\n<li>Photos<\/li>\n<li>Sound<\/li>\n<li>Words<\/li>\n<li>Video<\/li>\n<li>Illustrations<\/li>\n<\/ol>\n<p>You might think, as a copywriter, I focus only on #3. Wrong.<\/p>\n<p>My job is to select images, decide if an MP3 might work, write a video script, consider illustrations, and, of course, test the headline.<\/p>\n<p>If you\u2019re working on a website or landing page yourself, then job #1 is to get people\u2019s attention so they keep reading.<\/p>\n<h2>Let\u2019s take a look at some attention-grabbing ads and websites<\/h2>\n<p>Here\u2019s a famous ad from the 1930s for advertising agency Young and Rubicam.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-3.jpg\"><img decoding=\"async\" width=\"431\" height=\"566\" class=\"aligncenter size-full wp-image-20020\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-3.jpg\" alt=\"Punch Impact\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-3.jpg 431w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-3-228x300.jpg 228w\" sizes=\"(max-width: 431px) 100vw, 431px\" \/><\/a><\/p>\n<p>Note their definition of impact: that quality in an advertisement which strikes suddenly against the reader\u2019s indifference and enlivens his mind to receive a sales message.<\/p>\n<p>A super definition of \u201cgrabbing\u201d the attention of the reader.<\/p>\n<p><strong>Pro tip:<\/strong> Make a connection no one else has made before. That excites people&#8217;s imagination, which gets their attention.<\/p>\n<p>Let\u2019s take a look at some additional examples.<\/p>\n<p>In the 1980s, Wendy\u2019s got the attention of the hamburger-eating public with the famous \u201cWhere\u2019s the Beef\u201d ads.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-4.jpg\"><img decoding=\"async\" width=\"350\" height=\"324\" class=\"aligncenter size-full wp-image-20021\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-4.jpg\" alt=\"Where's The Beef\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-4.jpg 350w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-4-300x278.jpg 300w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/a><\/p>\n<p><span style=\"line-height: 1.5em;\">The question entered the public\u2019s lexicon. The attention grabbers were the \u201cseasoned\u201d women complaining about their hamburgers.<\/span><\/p>\n<p><b>Pro tip:<\/b> You don\u2019t have to get super-creative to grab someone\u2019s attention. Just make a point no one else is making.<\/p>\n<p>Next up, this highly successful online ad simply provides a relatively basic headline, a photo of the product, plus an image of a young golfer\u2014showing some happiness. Nothing crazy. Nothing bizarre.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-5.jpg\"><img decoding=\"async\" width=\"1038\" height=\"664\" class=\"aligncenter size-full wp-image-20022\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-5.jpg\" alt=\"Instaflex\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-5.jpg 1038w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-5-300x192.jpg 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-5-1024x655.jpg 1024w\" sizes=\"(max-width: 1038px) 100vw, 1038px\" \/><\/a><\/p>\n<p><b style=\"line-height: 1.5em;\">Pro tip:<\/b><span style=\"line-height: 1.5em;\"> Don\u2019t try to be overly creative. Just make your point clearly and concisely.<\/span><\/p>\n<p>If you feel so moved, and your testing shows it\u2019s working, you can get a little crazy. You\u2019ll see examples in the small \u201cbutton\u201d ads that appear on major news sites.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-6.png\"><img decoding=\"async\" width=\"682\" height=\"330\" class=\"aligncenter size-full wp-image-20017\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-6.png\" alt=\"8 examples\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-6.png 682w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2015\/11\/attention-6-300x145.png 300w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/><\/a><\/p>\n<p><b style=\"line-height: 1.5em;\">Pro tip:<\/b><span style=\"line-height: 1.5em;\"> Test to know what works best for your audience. They might like crazy, over-the-top messaging or they may respond best to something that\u2019s simple and direct.<\/span><\/p>\n<h2>5 tools for getting your prospect\u2019s attention<\/h2>\n<p>I mentioned the five tools at your disposal for getting someone\u2019s attention (photos, sound, words, videos, and illustrations). Now let\u2019s take a look at each.<\/p>\n<h3>Headline<\/h3>\n<p>If you want to generate a measurable response to your Web page or ad, you MUST have a headline.<\/p>\n<p>An ad with just photos, words, videos, or illustrations may impress people and it may get their attention, but <b>it will not generate actual measurable response without a headline<\/b>.<\/p>\n<p>I wrote a <a href=\"https:\/\/www.crazyegg.com\/blog\/headlines-9-steps\/\">blog post for Crazy Egg about headlines<\/a> so I\u2019ll only go into the basics in this blog.<\/p>\n<ul>\n<li>A headline must grab the reader\u2019s attention in 3 seconds.<\/li>\n<li>Use one of these headline types:\n<ul>\n<li>How-to (How to Be Thin)<\/li>\n<li>News style (Woman Loses 23 Pounds in 10 Minutes)<\/li>\n<li>Benefit (Weight Loss the Easy Way)<\/li>\n<li>Explanatory (How FastSlim Speeds Weight Loss)<\/li>\n<li>Testimonial (\u201cI LOVE FastSlim So Much!\u201d)<\/li>\n<li>Direct Offer (45% Off FastSlim Today)<\/li>\n<li>Guarantee (Lose 23 Pounds in 10 Minutes or Get Your Money Back)<\/li>\n<\/ul>\n<\/li>\n<li>Be as specific as possible. (hence, in the headline above: 23 Pounds. 10 Minutes.)<\/li>\n<li>Headlines can be short or several lines.<\/li>\n<li>Use a pre-head, which is a short headline above the main headline. It\u2019s also called an \u2018eyebrow\u2019 and you can use the word Attention. (ATTENTION: Fat People!)<\/li>\n<li>You can also use a sub-head or bullets (or both) directly below the main headline.<\/li>\n<\/ul>\n<h3>Video<\/h3>\n<p>In the online space, many people like to use video. Personally, I will rarely watch a video on a landing page, but many do, so it\u2019s worth testing.<\/p>\n<p>If you include a video, make sure it\u2019s relevant to the sales message and tells the reader to keep reading. Include a tease like, \u201cin the message below, you\u2019re going to discover exciting news about losing weight quickly\u2014and safely.\u201d<\/p>\n<p>In reality, that\u2019s not a tease but a headline!<\/p>\n<h3>Images<\/h3>\n<p>Many ads and landing pages work without any images at all. However, much of my copy includes an attention-grabbing image next to the headline.<\/p>\n<ul>\n<li>You can use the photo of the expert who is the \u2018author\u2019 of the message.<\/li>\n<li>Before-and-after photos work well for some products, especially in the health space.<\/li>\n<li>You can use a \u201ccrazy\u201d image that really has little to do with the product or service but makes the reader laugh or wince.<\/li>\n<li>Some marketers believe a celebrity will help them get your attention.<\/li>\n<li>Others like to use photos of dogs or smiling children.<\/li>\n<li>When in doubt, show happiness or the end result.<\/li>\n<\/ul>\n<h3>Audio<\/h3>\n<p>I\u2019ve written landing pages with a \u201cplay now\u201d button with an audio message.<\/p>\n<p>As with video, include a headline or sub-head telling the reader to watch the video or listen to the audio.<\/p>\n<p>Here\u2019s why: From a young age, society successfully programs us to follow directions like \u201center here\u201d or \u201cno parking.\u201d Make certain you give clear directions to the reader.<\/p>\n<h2>Test what works<\/h2>\n<p>No matter which of these five attention grabbers you choose for your Web pages, it\u2019s vital to test them so you discover what works.<\/p>\n<p>Copy alone may work. A video might give you an improvement in conversion. Test different types of photos. I never know what\u2019s going to be effective until the copy goes live.<\/p>\n<p>But always remember, the first job of the copywriter (and the marketer) is to grab the reader\u2019s attention.<\/p>\n<p style=\"text-align: center;\">Don&#8217;t miss these other <a href=\"https:\/\/www.crazyegg.com\/blog\/author\/scott-martin\/\">Crazy Egg articles by Scott Martin<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even if you rarely pay attention to marketing, I\u2019m confident you\u2019ve heard this fact (or a variation): the average American sees or hears 3,500+ advertising&#8230;<\/p>\n","protected":false},"author":46,"featured_media":13638,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-13630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attention Grabbers: 5 Essentials to Make Your Marketing Stand Out<\/title>\n<meta name=\"description\" content=\"It&#039;s hard to make your marketing stand out from the clutter. These 5 elements are proven attention grabbers. Use them liberally in all your Web pages.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/attention-grabbers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Attention Grabbers: 5 Essentials to Make Your Marketing Stand Out\" \/>\n<meta property=\"og:description\" content=\"It&#039;s hard to make your marketing stand out from the clutter. These 5 elements are proven attention grabbers. 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