I was at a speed awareness course the other day. That\u2019s a course you go to when you\u2019ve been caught doing what they call \u201cmarginal speeding\u201d in the UK.<\/p>\n
Basically if you\u2019re going a bit over the speed limit and get caught, they send you on a course rather than give you points on your license.<\/p>\n
Anyhoo\u2026<\/p>\n
I wasn\u2019t looking forward to it. But I surprised myself and actually found it pretty interesting.<\/p>\n
One of the things that I found most interesting was how they create road signs. There\u2019s 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\u2019t work they add things like red borders and yellow backgrounds.<\/p>\n
What they\u2019re trying to do is to create something that\u2019s so unusual that it forces you to see it.<\/p>\n
This is known as a pattern interrupt.<\/p>\n
Which is exactly what I did on the subject line to this email \ud83d\ude09<\/p>\n
And that\u2019s what the best marketers on the planet use to convert visitors to leads and leads to sales.<\/p>\n
It drives curiosity and literally forces your reader to keep going.<\/p>\n
Rob Cornish has just released a complete guide on how to use pattern interrupts in marketing.<\/p>\n