Ways to Get Attention
Ways to Get Attention
Idea Stimulator #13
Idea Stimulator #13
I just read that someone surveyed a group of art directors and buyers who advised photographers seeking their attention to send postcards -- and to send them without envelopes or it will make them angry. It occurred to me that these people do not believe in advertising. If they did, they would be impressed with how promoters get their attention. While it may be easier to send a postcard of your work from time-to-time or even an e-mail with your latest picture, the likelihood is that it will not be looked at and remembered. Advertising people know that after identifying a market, they need to get people's attention with a message that appeals to their needs and desires. If you are using e-mail, your message ought to provide information in some form. Perhaps a newsletter containing information that your audience wants. Or perhaps your promotion may entertain. However you promote, it has to relate and reinforce the ways that you see. A gimmick for a gimmick's sake will not work. Your promotion should have some kind of call for action or a promise or... It should complete the Oh Yeah Response:
Oh Yeah! I love this work. It stirs my soup. I will remember the photographer's name and images. I understand the ways this photographer sees. I will save it. And I will keep this photographer in mind for the next opportunity to work together.
I warn you! This is not the ordinary approach to getting attention in this industry or any other for that matter. Here are the results from a Heartstorming session done in one of my teleconference groups. Make a list of all the ways you can think of that people and animals get attention. Do not edit as you go. Be silly. Have fun. We are looking for ways to get off the point -- to make the familiar strange and the strange familiar. Think of this as a creative exercise. Go for quantity of ideas. Add at least two dozen of your own concepts to this list of Ways to Get Attention.
Then ask the question, what is a __________ promotion? Do not necessarily take the idea literally.For Example:
Peacock plummage
lightning bugs
Pissing on a fire hydrant
Cockroaches in a portfolio
Firing a gun
Screaming/roaring/growling
Puffing up your chest
Fighting
Rutting
Bee stinging
Honking a horn
Cross dressing
Wearing a clown suit to an office
Tattoos
Outrageous hair
Playing dead
Threatening
Whoopee cushions
Rage and anger
Skunk spraying
Crickets
Have a temper tantrum
Make fake fart sounds
Walk backwards all day
Invite people in an elevator to sing along with you in public
Entertaining in a karaoke bar
Flashing
Heckling a comedy act in a nightclub
For example, What is a fart sound promotion? What is a bee sting promotion? What is a temper tantrum kind of promotion?
Comments
The animal kingdom has some great ideas for getting attention. Color, spots, stripes, size. How about... Profanity, a fake foreign accent, show up at the appointment with your pet monkey. Or simply, stunning, unseen before, truly great and beautiful images! Maybe everything else is just an excuse for the lack of truly great photographs.?
-Steve
Posted by: Steve Skoll![[TypeKey Profile Page]](http://www.heartstorming.com/nav-commenters.gif)
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December 30, 2006 01:44 PM