Today, I got the best one-line email I might have actually hoped for from a client to whom we pitched a pretty radical idea:

“Okay… currently I’m interested…”

That’s the authorize that also though we were pushing the envelope a little, we still had actually an concept that was both pertinent and compelling. (Trust me, I have plenty of bad concepts that are neither.)

This reminds me of Leonarcarry out DiCaprio’s character Calvin Candie in Quentin Tarantino’s new movie Django Unchained that claims to his future compadres:

“Gentlemen, you had actually my curiosity… however now you have actually my attention.”


Was there ever before a more succinct description of successful marketing?

Curiosity is that initially step of exploration whether it be scientific, thoughtful or marketing-associated. It’s the proof of obtaining tractivity with an audience.

You are watching: You had my curiosity now you have my attention

But it can’t finish tbelow.

To make the jump from curiosity to interest is the tough work of marketing. Curiosity, while important, needs little bit commitment on the part of the audience. In reality, it regularly happens unconsciously.

But being interested? That implies your audience is consciously involved.

They are paying attention.

That might seem like a modest accomplishment, but it’s worth millions. Inundated as people are by the 3,000+ commercial messages they get each day, if you have actually become exciting to them, the battle is half won.

So to be amazing is much better than being informative at the outset of the interactions procedure.

Too often, in an initiative to cram eincredibly feature and capability into a web page or a video clip or a catalog, tright here is nopoint left to the imagination, nopoint to pique curiosity and also nothing to inspire interemainder.

But connect someone’s creative thinking, and also now you have actually his attention. To assist someone visualize the future via your product or organization making things better—that’s a winner. You’ve ignited a process of mental integration, moving from the imaginative to the cognitive. You now very own a few brain cells of genuine estate in the mind of your customer.

To ponder this even more carefully, you just need to think exactly how engaged you find yourself as soon as a movie generates curiosity and interemainder around how it’s all going to play out.

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Now all this presupposes that you have actually something amazing enough to stimulate your audience’s curiosity. That your product or service is not simply one more commodity, which is why differentiation is such an important component of branding.

And not only should a product or organization be identified, but the way it is connected need to be curiously different also. And if you deserve to execute that, simply probably at some point you and your idea will achieve Altoid staus: “Original, Celebrated and Curiously Stong.”