Today, I gained the finest one-line email I could have hoped for from a client to whom us pitched a quite radical idea:

“Okay… now I’m interested…”

That’s the authorize that even though we were pushing the envelope a bit, we still had an idea the was both relevant and compelling. (Trust me, I have plenty of negative ideas that room neither.)

This reminds me of Leonardo DiCaprio’s personality Calvin Candie in Quentin Tarantino’s brand-new movie Django Unchained who states to his future compadres:

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

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Was there ever a much more succinct summary of effective marketing?

Curiosity is that very first step of discovery whether it it is in scientific, philosophical or marketing-related. The the proof of acquiring traction v an audience.

You are watching: You had my interest now you have

But the can’t end there.

To do the run from curiosity to interest is the hard work the marketing. Curiosity, when necessary, requires tiny commitment ~ above the component of the audience. In fact, it regularly happens unconsciously.

But being interested? That way your audience is consciously engaged.

They room paying attention.

That may seem favor a usually accomplishment, yet it’s worth millions. Inundated as world are by the 3,000+ commercial messages they get each day, if you have actually actually become interesting to them, the fight is fifty percent won.

So come be interesting is much better than being informative at the outset that the communications process.

Too often, in an initiative to cram every feature and capacity into a web page or a video clip or a brochure, there is naught left come the imagination, nothing to pique curiosity and also nothing to accumulate interest.

But communicate someone’s imagination, and also now you have his attention. To help someone visualize the future with your product or company making points better—that’s a winner. Did you do it ignited a process of mental integration, relocating from the imaginative come the cognitive. You now own a few brain cells of actual estate in the mental of her customer.

To ponder this much more closely, you only have to think how engaged you discover yourself when a movie generates curiosity and interest around how it’s every going come play out.

See more: R&Amp;R Heating And Cooling, The R Project For Statistical Computing

Now every this presupposes the you have something interesting enough to stimulate her audience’s curiosity. The your product or organization is no just another commodity, which is why differentiation is such a an important component that branding.

And no only have to a product or organization be differentiated, but the way it is connected must it is in curiously different too. And if you have the right to do that, just maybe someday you and also your idea will accomplish Altoid staus: “Original, Celebrated and Curiously Stong.”