Raising More Attention, Creating Need for Closure, and the Payoff

Andrew Davis, best-selling author and keynote speaker, digital marketing agency consultant, and business leader on how to grow business, transform communities, and leave a legacy.
Andrew Davis, best-selling author and keynote speaker, digital marketing agency consultant, and business leader on how to grow business, transform communities, and leave a legacy.

“We can’t just grab our audiences’ attention. We have to grab and hold their attention,” said Andrew Davis. “That’s the key, because they have no time. But it’s our job to maintain their interest.”

Davis — best-selling author, digital marketing agency consultant, and business leader on how to grow business, transform communities, and leave a legacy — closed the Virtual REACH 2020 conference during the fifth and final day (Nov. 5).

He said all too often, business leaders think their emails and text messages to clients and customers need attention-grabbing subject lines and images. However, no one is teaching business leaders how to “both grab and hold” people’s attention, and this might be true for some credit unions and their members as well.

“Attention is earned over time,” Davis said. “If we want to hold members’ attention, all we have to do is slow down. Yep — believe it or not, in this fast-paced world we need to slow down.”

He dived into the psychology of credit union members and consumers in general. There’s “what you need to know” on one side and “what you want to know” on the other. What’s in the middle is what is holding people’s attention (or not).

Davis called this concept “The Curiosity Gap,” which is the void in between.

“We have to do three things. First, we must rase far more attention over far more time,” Davis said. “Secondly, you need to create a need for closure. And third, your payoff for your members in the end must be proportional to the tension you build.”

You can watch Andrew Davis’s session and also catch the entire conference in real-time or on-demand! Click here to experience this exclusive virtual conference on Oct. 26, 28 and 29, and Nov. 4 and 5. REACH 2020 is one of the credit union industry’s premier annual events, drawing leaders and system partners from across California, Nevada and the United States.

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