Think about
those events, news stories, products, celebrities and phenomenon that we latch
onto and just can’t get enough of. What is it that captures our attention and
no matter how hard we try we can’t seem to get enough or shake free from their
grip.
Marketers,
producers, both established and wannabe stars and professorial types have all
wondered, researched, explored and delved into the mysterious world of trying
to figure out exactly what it is, what the magic quicksilver is that can grab
us by the throats and not let go. With the fire hose of options we are
confronted with on a daily basis, what is it that makes some things standout?
Enter writer,
investor, and tech maven Ben Parr and science to explain it all. In Parr’s new
book, Captivology – The Science of
Capturing People’s Attention, he utilizes a pile of research to delve into
the three types of attention; immediate, short and long and what it takes to
not only elicit a response, but to engage the participant and then transition
into building long term value, that sticky magic that has folks hanging around.
Along the way
Parr identifies seven
triggers, or tools that are part of the equation. Those triggers are:
·
Automaticity
- or using sensory cues
·
Framing
- adapting to someone’s view
·
Disruption
- which challenges people’s expectations
·
Reward
- the motivating of people either intrinsically or extrinsically
·
Reputation
- which draws on experts to build a level of trust
·
Mystery
- creating suspense to create intrigue
·
Acknowledgment
- fostering a deep connection as people tend to pay attention to those who provide
them with validation
Is this a business strategy book that will offer up
actionable steps? No, not really; but what it lacks in strategy and tactics it
does provide a level of deeper understanding of how the variety of tools that
are available to businesses and individuals can put into play to capture audience
and retain market share.
