We coast along in a waking trance.
This is bad news for marketers because you need to get attention before you can get a client.
So you have to break the trance.
Do something they don’t expect.
It might be a bold claim.
It might be humour.
It might be brutal and refreshing honesty.
Whatever it is must violate what they expect to see.
It’s called a pattern interrupt.
Here’s one of the most famous examples
What you do shakes them from their trance and gives you a moment of their valuable attention.
That’s your chance.
Now grab it with both hands and make the most of it.