“Order is never observed; it is disorder that attracts attention because it is awkward and intrusive.” – Eliphas Levi, Born Feb. 8, 1810.
Imagine a turd in a hotdog bun.
The easiest way to get attention is to defy expectation, and break the prevailing pattern.
Why? The brain exists to keep us alive. To accomplish this, it identifies patterns of safeness and makes you bored. Boredom is safe.
So our primitive ancestors ignored the boring sameness of jungle foliage and only paid attention to anything the BROKE the regular and orderly pattern of green.
A jaguar. A banana. A potential mate. These break the pattern and capture attention involuntarily, without the observer even being conscious of it.
The brain is wired to throw attention at potential threats and opportunities. Both of which are identified by breaking the monotonous pattern we've become so bored of that we ignore it.
And that is how we can use this as marketers and advertisers.
What makes your market/niche into a boring smear of sameness? What makes all competitors and alternatives to you and your offers safe to ignore? What makes them all dull and repetitive?
Explaining to your audience what makes these competitors all the same actually makes them feel boring, dull, routine, uninteresting. Not worth pursuing.
Now think about what you can do to stand out. How can you break this pattern? How do you already do so? What makes you a disorderly disruption of what is expected?
Figuratively, how do you make yourself into a moving splash of color in the sea of green jungle foliage?
Shake things up. Be bold. Diverge from the status quo. Zag when they zig. Make yourself into something odd that piques curiosity immediately, so the second they discover it, they MUST go deeper and investigate further.
They are compelled to.
Be the turd in the hotdog bun. How did it get there? Why is it there? Who does it belong to? Is it a prank? Is it art? Is it funny or serious? A million questions form around an unexpected break in the pattern.
And when people have questions, being the one with answers is a powerful position to be in. Answers promise to restore familiarity, safety, comfort – and everyone likes those things.
They'll trust your confident answers, and like you for providing them. And as you know, people buy from those they like and trust.
Turds like us.
<!—- lagniappe So let’s put on our thinking caps and come up with some ways we can use this 1-2 punch to promote ourselves and our stuff. 1. What is currently the BUZZ in your arena, and how can you INTELLIGENTLY take an opposing position in your content? How can you show the take that everyone is missing because they are blinded by the hype? 2. What way can you subvert a presiding negative opinion in your niche and offer a perspective they are sleeping on? How can you find the diamond in the rough and tell people they would be wrong to pass it up? 3. Let’s look at your competition. What do they ALL do the exact same way? How can you do that thing differently, with justification. Do they all charge for estimates? Yours is free. Is theirs free? Charge for yours. But make it so good they can’t say no to signing on for the work. 4. Speaking of competition, look for other gaps - what is it that NONE of them will do or offer, and how can you include that for your own clients to present a superior combination? 5. How about product and service offerings? Let’s look at features, benefits, and advantages. In what way are all the competing options just same shizz, different vendor? What are they leaving out that you can use as a beacon? 6. Let’s flip that. How can you look at something they all include that you can leave out and make a leaner, meaner - maybe even more competitively priced option? No fluff, no filler, all killer. 7. BONUS: When you cultivate an audience around your regular habit of breaking patterns in meaningful, valuable ways, you become like an addiction for them. Because the brain NEEDS those patterns broken for survival. It feels urgent. It feels necessary. You become their lifeline - the alert system, the canary in the coal mine. You surely understand how valuable occupying that position is, no? —->
1 thought on “Pattern Breaker: the One True Way to Steal Attention in a Saturated World”
I am blessed to observe a Facebook group.
It's a lengthy parade of sheep straight down the cliff of sanity.
Into an abyss of shiny images, soulless newsletters, and an orgy of bells and whistles. Blind leading the blind.
What a circus.