In the previous post, I talked briefly about something I use in every aspect of anything that even resembles something having to do with marketing and sales. I’m talking about The 3 C’s. Like I said before, I don’t know that this is original to me, but it I do know that it works. And just to review, The 3 C’s are simply:
- Capture the Attention
- Convey the Message
- Compel the Action
I’m going to delve into each of these areas one at a time over several posts and here I want to get into Capturing the Attention.
Now there’s a ton of stuff written about this topic and the others as well. Some of it is useful and interesting, but in many cases, I find it to be “over-complicated,” a condition I also mentioned previously. I like simple. And I’m going to keep this as simple as possible. You’re welcome to complicate it as much as you want, but I would always caution you to do so at your own peril.
So what are the ways we get attention? Again, I like sets of 3 where possible and my three ways are:
Now I’ve seen other folks offer a whole litany of these things, but I would still suggest that they ultimately all roll up into just these three. So, let’s think in those terms for the moment.
Whatever communication medium you are using will dictate the combination of these three methods. Similar to checking the boxes of The 3 C’s, we essentially do the same thing as we drill into each of these sub-methods.
This is an important part of the process. Get in the habit of checking the boxes. It’s a simple way to improve your odds and increase your chances of success, whatever you are endeavoring to accomplish.
And keep in mind, most of what I’m telling you here and now and later in this series – even if it sounds like I’m talking about your business – many of these ideas are applicable to other areas of your life. This is because they are based on simple principles that come from the core.
Now let’s talk a little about Visual methods. On the creative side, I’m kind of an “out of the cage,” slightly off-center thinker. When I’m developing imagery, I naturally tend to move toward provocative, humorous or purely emotional images. And these images may at times seem completely disconnected from the pitch, which is okay as long as you can quickly tie it together with a written or spoken element that will connect it to the message you want to convey. We’ll talk about messaging in another post.
When I’m talking about visual methods, this includes static images and photos, video or anything you can see. Keep in mind, in most (not all) situations, there’s very little time to make the connection and have any influence. Whatever the visual is, it has to do its work fast.
With the second method that I refer to as Verbal, I would also add a slash and the word audio. This is simply because a piece of music, some great guitar playing, or something similar may be an obvious attention grabber. This method can and often does stand alone, although it’s typically used in conjunction with a visual component, most commonly as part of the attention-getting process and then in conveying the message.
And finally, we get attention through Written words. Usually this is through headlining and subheads. And from my vantage point, I use headlines much the same strategic way as I do with visual methods except with an additional component I think of as: Reality. And I would describe that as a factual statement that is both powerful and engaging. Something like “ABC Medical Announces Cure for Diabetes.” That may not be of interest to you, but for 30 million Americans alone – about 400 million or so worldwide – that will get their attention and draw them in to get the message.
While that may seem like an extreme example (although I think it’s coming), it’s often the best way to demonstrate the concept. There’s little ambiguity.
I’m deliberately not going into greater detail on any of this stuff – that would be over-complicating things unnecessarily – but getting used to hearing about these fundamental ideas and simple methods will serve as a part of your foundation for better marketing in your business, employment or professional activities now and down the road.
In the next post, I’ll talk more about messaging.
Using The 3 C’s Part 3 >>