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Like you, I receive emails pitching various products and services. Professional Prospecting Systems is one example. They are a telemarketing company, relevant enough for my business for me to at least glance at what they have to say.
Recently I received an email from them headlined “7 critical questions to ask a telemarketing company before you hire them.” I was intrigued enough to read their list. Point number 5 was “The core message in your telemarketing script has to differentiate your company from your competitors and it must do that in the first 10 seconds or the prospect will have already tuned out.”
No argument here, of course. Any message you create has to work its magic in a very few seconds. They also stated, “Our brains are wired to automatically ignore information that is the same or similar to what we already know and only pay attention to new information. Psychologists call this the orienting response.”I had never heard of this term, so my own response was to find out more. As the article points out, “a response to novelty may include curiosity and exploratory behavior.” Imagine, we have an official scientific rationale for avoiding the same old marketing appeals.
Though I am not convinced that people only pay attention to new information—no matter how often you see the word, “Free,’ I believe you will check it out every time—the more you can make your appeal novel and out of the ordinary, the better off you will be.
What’s your response?