Focus on the attraction of highlights: not only to attract attention, but also to pay attention to the rules that can make people stare.

Focus on the attraction of highlights: not only to attract attention, but also to pay attention to the rules that can make people stare.

Preface to Telling the Attraction of Highlights

What is the law of attention?

"One of the valuable lessons I have learned is that the importance of attention is irreplaceable. 」

-diane sawyer, TV news anchor.

Did you know that goldfish focus longer than humans? Goldfish can concentrate for 9 seconds, while humans can only concentrate for 8 seconds. This is based on a report by Nancy F. Cohen, a researcher at Harvard Business School, in Market Business from February 2065438 to 2004.

However, the situation may be worse. According to a report of Fast Company 2065 438+02 and1May in March, as long as the webpage takes more than 4 seconds to load, a quarter of people leave the website. Guilin Jia olds and Richard Schwartz also pointed out in Utne Reader: "Two recent studies show that we are rapidly moving towards an alienated society. 」

Obviously, people are not only impatient, their attention drops rapidly, but also increasingly alienated from each other. This is a problem: when you don't get the attention of others, you can't communicate with them. Fortunately, there is a set of methods to solve people's impatience, alienation and constant distraction.

Without attention, you can't communicate with people.

"I found that as long as you love life, life will love you. 」

-Musician arthur rubinstein.

I like the topic of "attention", and I hope you like it, so I decided to follow carrie fisher's advice. Remember carrie fisher? The one who plays Princess Leia in Star Wars with two rings of cinnamon curls hanging from her ears. She once said, "Instant gratification is too slow. It takes too long to meet in an instant. )

She's right. We do not need more information. We just want to be attracted and fascinated quickly. So I want to share a story briefly first, which is the origin of my discovery and design of the "law of attention" Then, let's see what to do.

I had the honor of hosting the Maui Writers' Conference in 17. At that time, we did an unprecedented thing to let writers and publishers meet and communicate. Unexpectedly, these writers simply don't know how to communicate with publishing decision makers. In fact, a woman writer left in tears after seeing the publisher. I asked her, "Are you all right? She said, "It's not good at all. My dream was ruined. " I was surprised and asked, "Ah! What happened? She replied, "I spent three years writing this book. I put it on the table. The editor only glanced at it and said to me, "I don't have time to read the whole book." Can you tell me what this book is about in one minute? Why does anyone want to read it? I thought my job was to write books and selling books was his job, so my mind suddenly went blank. The harder I tried to explain, the more confused he became, and the godsend was ruined by me. I told her, "Never mind, you can meet the agent and editor at the reception tonight. 」

I met her in the lobby the next day. I asked her, "How was your talk with the agent and editor last night? She didn't look me in the eye. I thought she didn't hear me, so I asked again. She lowered her head and said timidly, "I didn't go." At that time, I thought to myself, "You spent years writing a book and spent a lot of money flying all the way here. You finally met a decision maker who can help you realize your dream, but didn't go? " She said: "I was so scared that I didn't know what to say, so I hid in the restaurant and didn't attend." 」

God, that was the first year of the Maui Writers' Conference. That year, not only did she fail to negotiate a case, but many writers' works failed to attract the interest of the publishing house. The more I think about it, the more I feel that the problem is not the value of the work, but that they don't know how to communicate with decision makers and how to show attractive value in a short time, which makes the publishing house feel compelled to sign it.

I thought, "Someone should do something. Then I suddenly realized, "Why don't I do it? "! Let me do something. So, I wrote The Language of Marketing (POP! Create the perfect theme, title and slogan for everything. This book is recommended by American news channels MSNBC, new york Times and Fast Enterprise, and has helped many people create successful brands, best-sellers and innovative marketing phrases.

I am proud of the influence of that book. But in recent years, I have found that interesting headlines and slogans can attract everyone's attention, but they can't last. If you really want to communicate with others, you must constantly catch their eyes and learn to pay attention to others.

Without quality concern, it is difficult to communicate.

"Only connected! Novelist E·M· Forster

I believe from the bottom of my heart that Foster's "only connection" is true. At the end of life, when we look back, what really matters is: Have we really communicated with important people?

However, sometimes, despite our best intentions, we just can't communicate with others. That's not because we don't want to interact, but because we don't know what to do. People study math, science and history at school, but no one tells us how to communicate to benefit each other, so people don't communicate much, or even have anything to do with it.

And the result? Everyone has a strong sense of alienation, feeling that their ideas are unheard of, projects are not sponsored, projects are ignored, dreams cannot be realized, and interpersonal relationships are lacking. For example, in April of 20 12, Stephen Ma Erkai published "Does Facebook make us more lonely?" ) wrote: "We have an unprecedented sense of alienation, and people have never been so strange before. 」

I can't help asking myself: "What can we do to really communicate in this impatient and alienated society?" ? If the interaction between people is mutually beneficial, attention must be two-way. So what should we do? Stop attracting attention and start paying attention to others!

That makes sense, doesn't it? If you want others to put their precious time and attention on themselves, you must first take the initiative to pay attention to each other. Being interested in others will also make us more attractive. Mutual attraction can turn disappointing and time-wasting one-way communication into mutually beneficial two-way communication.

A guide to the use of this book

"There is no beginning, how to start from scratch? Comedian george carlin.

I condensed my focus into an easy-to-use abbreviation "INTRIGUE" (the word means "attraction"), which is the "law of attention". You can think of it as a "communication secret". Each letter of "intrigue" represents a component, which helps you create opportunities for mutual attention, and mutual attention is the core of communication. In addition, this set of attention rules, like any cookbook, can be adjusted according to personal preferences and circumstances.

I think you should be very busy, so each chapter of this book is very short. Even if it is only a few minutes, you can read it quickly and gain something. The "exercises" at the end of each chapter can help you discuss with the team how to design expressions that suit you according to your priorities.

Speaking of priorities, the most effective way to use this book is to fill in the following "5W questions". The 5W question is a tool to help you plan from scratch. When you read this book, you can keep the 5W problem at hand, so that you can change from simple reading (I think this is a good idea) to actual implementation (I can use that skill like this), so that you can apply what you have learned.

5W questions can make you focus on the person you are communicating with before you speak. It helps you imagine: What elements can make this communication more interesting, more practical and more closely connected with each other? What are the current problems and needs? How to deal with those problems or needs quickly, add value from the beginning, and make the other party interested in putting precious time and attention on me? Thinking about the 5W problem is the best way to prepare for mutually beneficial communication.

| 5W Question: The Starting Point of Wonderful Interaction

"If you want to communicate, you must first get attention and respect." -Samantha Horn

Taking the time to fill in this 5W question will help to cultivate mutual concern and interaction.

What | How's the communication?

Conference briefing, staff meeting, job interview, publishing works, raising funds, submitting proposals, website copywriting or organizing advertising activities?

Who | Who is the communication partner?

What is the age, gender and background of the communication object? How interested or resistant are they to this topic? What are their problems or unmet needs? How are their moods? Are you impatient, angry, questioning, anxious to know what you think, or are you too busy to have time? Describe their emotions so as to clearly outline the appearance of the people they communicate with.

When and where did the communication take place?

At nine o'clock in the morning in the client's office, having dinner in a noisy restaurant? E-mail sent on Monday morning? Dinner in the hotel banquet hall. Everyone makes Skype international calls in different time zones?

Why | Why is this good for the target audience?

Why should the other person pay attention to you? Why do they think that communicating with you is a good use of precious time, thoughts and money? What benefits does this have for them? What substantial benefits can it bring?

Why | Why is this good for you?

What three things do you want to happen after this exchange? What are three possible outcomes or actions that indicate that this communication is a successful attack on you, your priorities and your career?

More "Talking about the attraction of highlights: not only attracting attention, but also the law of attention that can make people stare" Introduction: goo.gl/KLPnwz

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