Post by account_disabled on Jan 26, 2024 22:52:39 GMT -6
Yesterday, my good friend Steve Woodruff’s new book, The Point, arrived. The timing couldn’t be any better as I’ve assumed the role of CMO at a ground-breaking retail intelligence platform, and the first task is to organize their marketing communications to explain their complex technology better and to position them appropriately in an industry that’s fast becoming overhyped. What is the Reticular Activating System? This isn’t a book review, although it will come once I finish reading it. I’m already engrossed in the book in the first chapters… especially as Steve explained the impact of our brain’s Reticular Activating System. RAS is a network of neurons in the brainstem that plays a crucial role in controlling arousal and consciousness. It acts as a filter for the immense amount of sensory data entering our brains, prioritizing what gets noticed and ignored based on what it perceives as important or relevant to us. The RAS is the gatekeeper of focus. It is the supervisor of our attention span… What we are aware of at any moment is whatever the RAS has elevated to our conscious notice, while it pushes everything else into the background as noise. Steve Woodruff.
The Point The RAS prioritizes certain types of information based on their emotional impact and relevance to the individual. Steve concisely states that these things are new, surprising, interesting, threatening, or specific. RAS Filters for Marketing As I started to think about our marketing communications, this stood out, and I had to dig deeper. Here are ten types of information that typically make it through the RAS filter: Fear: Information that signals a threat or danger gets immediate attention. This might involve highlighting a problem or risk that a product or service can alleviate in marketing. Politics anyone? Excitement and Pleasure: Positive stimuli, such as those that promise enjoyment, rewards, or benefits, often break through the RAS. This is why advertising frequently focuses on the positive outcomes Country Email List or emotions associated with a product or service. Novelty: New or unusual information can stimulate the RAS. This is why innovative products or unique marketing campaigns often stand out in a crowded marketplace. Personal Relevance: Information directly related to an individual’s interests, needs, or problems is more likely to be noticed. This is the basis for personalized marketing and targeted advertising. Urgency: Content that conveys a sense of urgency or importance, such as limited-time offers or important updates, can capture attention as the RAS prioritizes what seems immediately relevant. Emotional Connection: Information that triggers an emotional response, whether it’s happiness, sadness, anger, or empathy.
tends to be more engaging and memorable. Contrast and Surprise: Anything that contrasts sharply with the surrounding context or defies expectations can grab attention. This could be a surprising fact, an unexpected visual in an ad, or a unique selling proposition. Social Proof and Validation: Information that includes social proof, like testimonials or popularity indicators, can be more effective. The RAS pays attention to what others find important or useful. Storytelling: Stories, especially those that evoke a strong narrative or emotional journey, are powerful in capturing and maintaining attention. Problem-Solving: Information that offers solutions to problems, especially top-of-mind for the audience, will likely be noticed and remembered. In sales and marketing, understanding these triggers can help in designing communication and advertising strategies that more effectively engage the target audience, making them more receptive to the message being conveyed. Here are the strategies that can be deployed: RAS Strategies for Marketing In the context of speaking, presenting, and advertising in both B2C (Business to Consumer) and B2B (Business to Business) settings, understanding and leveraging the RAS can be highly impactful: Attention-Grabbing: Since the RAS helps filter information based on relevance, speakers and advertisers need to craft messages perceived as important or interesting by their audience. This could mean focusing on pain points, desires, or interests that are top-of-mind for the audience. Personalization.
The Point The RAS prioritizes certain types of information based on their emotional impact and relevance to the individual. Steve concisely states that these things are new, surprising, interesting, threatening, or specific. RAS Filters for Marketing As I started to think about our marketing communications, this stood out, and I had to dig deeper. Here are ten types of information that typically make it through the RAS filter: Fear: Information that signals a threat or danger gets immediate attention. This might involve highlighting a problem or risk that a product or service can alleviate in marketing. Politics anyone? Excitement and Pleasure: Positive stimuli, such as those that promise enjoyment, rewards, or benefits, often break through the RAS. This is why advertising frequently focuses on the positive outcomes Country Email List or emotions associated with a product or service. Novelty: New or unusual information can stimulate the RAS. This is why innovative products or unique marketing campaigns often stand out in a crowded marketplace. Personal Relevance: Information directly related to an individual’s interests, needs, or problems is more likely to be noticed. This is the basis for personalized marketing and targeted advertising. Urgency: Content that conveys a sense of urgency or importance, such as limited-time offers or important updates, can capture attention as the RAS prioritizes what seems immediately relevant. Emotional Connection: Information that triggers an emotional response, whether it’s happiness, sadness, anger, or empathy.
tends to be more engaging and memorable. Contrast and Surprise: Anything that contrasts sharply with the surrounding context or defies expectations can grab attention. This could be a surprising fact, an unexpected visual in an ad, or a unique selling proposition. Social Proof and Validation: Information that includes social proof, like testimonials or popularity indicators, can be more effective. The RAS pays attention to what others find important or useful. Storytelling: Stories, especially those that evoke a strong narrative or emotional journey, are powerful in capturing and maintaining attention. Problem-Solving: Information that offers solutions to problems, especially top-of-mind for the audience, will likely be noticed and remembered. In sales and marketing, understanding these triggers can help in designing communication and advertising strategies that more effectively engage the target audience, making them more receptive to the message being conveyed. Here are the strategies that can be deployed: RAS Strategies for Marketing In the context of speaking, presenting, and advertising in both B2C (Business to Consumer) and B2B (Business to Business) settings, understanding and leveraging the RAS can be highly impactful: Attention-Grabbing: Since the RAS helps filter information based on relevance, speakers and advertisers need to craft messages perceived as important or interesting by their audience. This could mean focusing on pain points, desires, or interests that are top-of-mind for the audience. Personalization.