In Sally Hogshead How to Fascinate speech, she mentions that the attention span of people nowadays is just nine seconds while some people believe the span is shorter; four seconds. Under such circumstance, how to arouse intense interest of customers has become vital for companies.
In the speech (view it), Sally also explains there are seven triggers that help individuals to fascinate. We can also use these triggers to help companies attract customer’s attention.
Trigger #1: Trust
It is really hard for companies to get trust from customers especially for start-ups. Trust earning requires repetition since customers need familiarity. This is also the reason of the importance of integrated marketing. Customer’s attention has been disrupted by various brands and numerous advertisements flooding in their life. Their time has been cut into small pieces by the busy lifestyle. It is almost impossible that customers can remember an ad, a product or a brand at a time.
Repetition doesn’t only mean frequent showing up in front of customers. Companies need to consistently meet customer’s expectation. Frequent exposure makes customers know about a company, but it is satisfaction that leads to customer loyalty. Volvo sets a good example. Volvo has built its brand on safety, and, throughout the lifetime of the brand, it has consistently met that expectation. Because of this, Volvo has built trust and respect with its customers, creating a relationship for life.
Trigger #2: Passion
Passion means sparking excitement in others. It is more about bound the brand with customers emotionally. Apple is just a brand built on passion. They develop excitement on their brand or products at a level at which customers will wait in line for days to purchase Apple’s latest products no matter whether they really need it or not.
To fascinate customers by passion, companies should use emotion, color and descriptive adjectives to connect with customers, use five senses to create a full experience and use social media to engage them with a human touch.
Trigger #3: Rebellion
Rebellion is about surprising customers with creativity. Companies whose primary trigger is rebellion are creative, innovative and adventurous. Take Alipay as an example. It is a sub-brand of Alibaba, focusing on online payment. The brand has consistently come up with new ideas like Yu’E Bao (Users can save money on the platform and get interest which is more than bank), Huabei (Users use money of the company to shop online and return it the next month. The idea is similar to credit card.), and Kungfu (Users scan objects and set a price for it. When they go shopping, they can use the object to pay for it.). In this way, Alipay has built a creative image among customers and kept customer’s curiosity bring continuous attention to the brand.
As for companies like Alipay, they need to disrupt the status quo and surprise customers with creativity no matter via products or marketing.
Trigger #4: Alarm
Companies whose primary trigger is alarm are often considered as reliable and careful perfectionist. They give details as much as possible to avoid problems and keep on track.
A great example of an alarm company would be an identity theft protection service. They must focus in on the detail to both prevent and protect their customers. To use alarm as their trigger, they heighten demand for their services. kind of company should set deadline and define consequence to entice action.
Trigger #5: Power
A power trigger means a company takes command and exudes authority. These brands set the example for others to follow.They are the expert and leader of the industry. These company should be an opinion of authority to sharpen admiration and show thought leadership. For example, Cisco does a great job of using its thought leaders to share their thoughts with the public.
Trigger #6: Prestige
Company with prestige trigger aims to earn respect from customers. For instant, Wall Street Journal has invested tons of resources to track the truth of issues and report it objectively. So they have built their fame to be a trustable and respectable newspaper. Wall Street journal sets a higher standard for themselves, customers and industry.
Ivy League is also built on prestige. They choose school members strictly with limited availability and is treated as a symbol of the best university.
Trigger #7: Mystique
Companies have mystique as primary trigger do not over-communicate with customers to make their opinions more influential. They often provoke questions without giving away answers peaking the curiosity of customers and causing them to want to solve the puzzle.
I think perfume company is a good example. In their advertisements, they do not offer lots of details of the product and use stories instead of facts to create a mysterious atmosphere.
Fascinated audience are more engaged and loyal. Therefore they are more likely to refer the brand to others. To get fascinated customers, companies firstly should clarify what their trigger is and then implement strategies accordingly.