By Greg Williamson of Mortgage Professionals Academy
The other day, I was having lunch at Urban Bean in my building, here in Calgary.
As I was waiting for my soup to be poured, I wandered over to a table with several magazine
s on it.
One of them looked like a “teeny-bopper” Justin Bieber kind of magazine
. You know the ones, right?
They’re really flamboyant, with different neon colours. What was interesting was this magazine
was strewn in with two other business magazine
So this is downtown Calgary … what the heck is this magazine
When I got to the table, I immediately picked up this magazine
and guess what. It was Bloomberg Businessweek!
Now the question is, why is this important to you? Here’s why:
Bloomberg could have made a “serious” magazine
cover, like they’ve always done. They could have included intuitive headlines, which they’ve always done. But they didn’t. Why?
Because they wanted to deploy a style of “Pattern Interrupt“ marketing.
If I’m browsing magazine
s, cruising through TV channels or looking at open houses on a weekend, I develop a pattern. When I’m operating in a regular pattern I tend to zone things out, skim and miss things that could be really important.
In marketing, if I can interrupt this pattern, grab my prospects attention and control their focus I am better equipped to deliver my marketing message.
In Bloomberg’s case, they wanted to have their magazine
stand out and be picked up. I picked it up. And I read it.
Our Realtors, our mortgage prospects – everyone – is hearing the same message of “great rates, service and access to 50 lenders.” They’re skimming over our messaging, tuning us out and ignoring us.