“When people don’t know who you are, they’re only willing to give you the minimum amount of attention they need to find out. If they don’t connect with you in that window of opportunity, they’ll simply move on.” Aaron Ross and Jason Lenkin, Hypergrowth .
Before we talk about practical tips, we need to understand an important concept called “ The Arc of Attention ”. In a very simplified way, it explains that within a potential market for a company to sell to, there are two audiences.
The right side, with high trust, refers to people who christian churches email list already trust the brand, because the person recommending it is trustworthy . Examples include family, friends and their entire professional and academic network. They are also called “early adopters”, in a direct translation “the first to adopt”. These are people who are willing to try it out, out of consideration for the person selling it , or at least who pay close attention to understanding the product/service.
The left side, on the other hand, is where our biggest challenge lies. Convincing people who don’t yet trust the brand to give at least a few seconds of their time to pay attention to what you have to say . For example, would you spend 30 minutes of your day listening to your best friend’s idea for a new company? What about a stranger in a uniform who stopped you in the middle of the street?
Well, when we are advertising and using landing pages to capture leads for the bottom of the funnel, you may be just a uniformed stranger among so many others. So, why should they pay attention to you?