I was at a speed awareness course the other day. That’s a course you go to when you’ve been caught doing what they call “marginal speeding” in the UK.
Basically if you’re going a bit over the speed limit and get caught, they send you on a course rather than give you points on your license.
I wasn’t looking forward to it. But I surprised myself and actually found it pretty interesting.
One of the things that I found most interesting was how they create road signs. There’s a complete process which is based on the amount of accidents that happen in a location. They start with a simple sign, and if that doesn’t work they add things like red borders and yellow backgrounds.
What they’re trying to do is to create something that’s so unusual that it forces you to see it.
This is known as a pattern interrupt.
Which is exactly what I did on the subject line to this email 😉
And that’s what the best marketers on the planet use to convert visitors to leads and leads to sales.
It drives curiosity and literally forces your reader to keep going.
Rob Cornish has just released a complete guide on how to use pattern interrupts in marketing.
The guide is excellent, but my favourite part is the bonus Best Of The Best document which contains a complete analysis of the top 243 digital products in 57 different markets and shows you how they’ve used pattern interrupts.
I recommend putting this in your swipe file folder and using it the next time you’ve got to write sales copy, squeeze page copy, heck… next time you’ve got to write any copy!