I Didn't Expect This

We coast along in a waking trance.

This is bad news for marketers because you need to get attention before you can get a client.

So you have to break the trance.

Do something they don't expect.

It might be a bold claim.

It might be humour.

It might be brutal and refreshing honesty.

Whatever it is must violate what they expect to see.

It's called a pattern interrupt.

Here's one of the most famous examples

What you do shakes them from their trance and gives you a moment of their valuable attention.

That's your chance.

Now grab it with both hands and make the most of it.