|If you're struggling to get attention on your website or when you meet a client, it's because you're not using two core factors: novelty and consequences.
When you use these two concepts back to back with each other, something magical happens?
You get attention!
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On January 15, 2008, Steve Jobs stood in front of an audience.
And in his hand he had something that seemed quite boring. It was just an envelope, a yellow envelope, a manila envelope but, still, quite boring. Then he proceeded to take out a computer from that envelope, and that's when the audience gasped.
What did Steve Jobs do that was so amazing?
It's what you should do as a presenter no matter where you stand in front of an audience. It's what you should do when you're presenting something, a product or a service, and that's something that you should work on.
It's called attention.
While we all seek attention, we don't seem to get as much of it as we'd expect. The reason why we don't get that attention is simply because we don't understand the elements of attention.
Attention has two elements, novelty and consequences. We'll start off with the concept of novelty.
What is novelty?
Let's take the example of Sara Blakeley. She started this company called SPANX. SPANX is an undergarment that smoothes the contours of a woman's body, making clothes more flattering, making them more comfortable.
Sara was having a problem. She was having trouble making her first sale. That's because when you're presenting something, it's usually in a boardroom and some buyer is looking at your stuff and you're in a list of seventeen buyers or seven hundred buyers. For some reason, Sara decided to change the tactics. She decided to go with novelty. Instead of making the presentation in the boardroom, she decided to take the buyer to the Ladies' Room. There she was at a Neiman Marcus in Dallas and they go to the Ladies' Room.
In this episode
- We look at the methods that you can use to get novelty going.
- We'll look at the length of the novelty and finally.
- We'll look at the connection.
Once you've done your novelty act, how do you connect? How do you stay relevant? Where do you go from there? Let's start off with the first one, which is the methods that you need to use to get to novelty.
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