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Dear ,
These were the words spoken in a Pantene commercial from the 1980s.
I remember the commercial very clearly -- eventually, people everywhere started saying those words to each other jokingly,
"Don't hate me because I'm beautiful."
Why am I sharing this with you? Because the fastest way to get someone to take notice of your marketing message -- and to ultimately buy from you -- is to cause what is called a "Pattern Interrupt." It makes your audience stop in their tracks and feel like they MUST find out more.
What exactly is a Pattern Interrupt?
It's a word, phrase or action that breaks the typical pattern your audience might expect in order for you to deliver your message.
Some of the top marketers in the world use this technique to get people's attention and lead their audience to the sale.
Some other examples of Pattern Interrupt:
1. Let's say you're on Facebook scrolling through your feed and then you see a handsome, well-dressed man in a suit suddenly stand up, put on a red foam nose and start juggling. It makes you stop and watch. Pattern Interrupt -- you must stop to see what his next move will be.
2. You arrive at your office Monday morning... everyone's dragging, everyone's bummed that the weekend is over... you start sorting through your mail and see a postcard with the headline: "Monday is my MOST profitable day!" Pattern Interrupt -- you must read on to see what it's about because Monday's are usually ugly for most people.
3. You're scrolling through Instagram and suddenly you see a video of a "Teta" (Egyptian grandmother) dressed as a rapper (shades, baseball cap tilted to the side, gold chains) and in her coolest Egyptian accent says "Heyyyy what's up?" (By the way, this literally just happened to me right now -- I was shocked at the timing because it stopped me dead in my tracks).
So a Pattern Interrupt can be a video, photo, a word/phrase or action. However it's presented, if it's really good, it will be really effective.
A Pattern Interrupt is the one of the best ways to get someone's attention long enough to pitch them, while at the same time, it makes your marketing more interesting and actionable.
I hope you start incorporating the Pattern Interrupt strategy in your marketing.
Until next time...
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com.
