How to Fascinate: Create Captivating Experiences for Your Company and Customers
April 17, 2015
In today’s distracted world, people have a 9-second attention span – the same as a goldfish. With such fleeting attention spans, what does this mean for your brand – how does this impact the way your customer reads your ad, interacts with your Twitter campaign, or feels about your products?
Sally Hogshead, a branding expert and best-selling author, discovered a new way to measure how people perceive your communication. Her research shows that with only 9 seconds to communicate value, you need to change the way you build brand messages. In order to connect with others, you need to understand what your customers really want from you. More importantly, you need to understand what your customer is really passionate about. Because by aligning your customers’ passions with your brand message, you will have a customer for life.
The relationship between brand and customer is an interesting one – and a few findings in Hogshead’s research show that:
- Fascinating brands can charge up to 4x more than commodity brands:
People will pay a great deal of money if you can help them become fascinating. On average, people will spend $288/month to be the most fascinating person in a room. In fact, women will spend more money to be fascinating than they will spend on food and clothes combined ($338/month, or roughly 15% of their net income). Not only will they pay more, but they’ll invest more energy into you and your product.
- Companies that fascinate employees have higher productivity:
Fascinated employees are more engaged with their work and are more loyal to their bosses and companies. Hogshead’s research shows that we are at our peak of fascination with work while in our forties. In fact, 55% of the group evaluated say that they were fascinated at least once a day, and sometimes more.
- When you fascinate customers, they’re more likely to trust and respect you:
Many answers lie in the art of branding – that is, building a culture and experience around your brand message. Tell a story, captivate your audience, and speak to them in words that capture their attentions.
In a distracted, overcrowded world, leaders need to break through the noise to influence behavior, beliefs, and buying decisions. By understanding what your customers value and what fascinates them, you can build targeted communications that speak directly to what your customers want.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani