The Science of Getting Attention (And Why Most People Are Doing It Wrong)

The number of pieces of content we see on a daily basis is insane. Even compared to a few years ago. We're all constantly on devices, technology is on every street corner, we watch TV while scrolling... we are constantly surrounded by messages. So what's going to get our attention? What's going to pattern disrupt?

So what actually is it?

Pattern disruption, in psychological terms, is anything that interrupts the brain's autopilot. Our brains are incredibly efficient at filtering out the familiar and the expected. Anything that breaks that pattern, anything unexpected or out of place, that is what gets our attention.

In marketing, we use pattern disruption to get attention by being different. And I think there are different ways of doing this.

First we have physical interrupters. A bold colour or statement. A glitch. Something visually striking. A loud noise, a quiet noise, something that just doesn't belong. A thumbnail that looks broken. An opening line that makes no sense. A product shot from a completely unexpected angle.

Once you start noticing these you'll see them everywhere.

Then we move into the more nuanced interrupters, but they're usually based on a physical interrupter just with a more subtle twist. And you'll usually see these as a trend. Someone works out a good pattern disruptor and everyone jumps on the bandwagon.

Some great examples of this are the "my graphic designer is on holiday" ads that looked like they were made in Paint, or the "you don't want to buy this" hook. One person came up with a genuinely good pattern disruptor, something a bit weird and off-kilter, enough to get people's attention... and then it became a trend.

And this is the problem with pattern disruptors. They only work for a limited time. Once they catch on, and become 'trendy' they essentially lose their effectiveness. The older the trend, the less likely it is to work, because it's no longer disruptive, it's now expected.

So how do you find and create your own?

Get to know your customers and your brand. What are they expecting? Who are they following? What content are people creating, what are the vibes, the words spoken, even the colours?

If you can create a disruption that's unique to your customers and your demographic you're on your way to getting more attention. We had a client who sold high end fashion, most of their creative (and that of their competitors) was elegant, but this client got some UGC from a customer being silly. She was running away from a cardboard dinosaur while out with friends, big smile on her face, gorgeous outfit.

That one image generated tens of thousands of dollars. Why? It disrupted the pattern, brands were used to doing high end aspirational content, and here we came just having some fun. Pattern. Disrupted.

And this comes back to why UGC used to be so powerful, we went from a state of having all of these picture perfect brand shoots, to now having real humans being a little weird and quirky. We've now come full circle with AI influencers and the picture perfect polished UGC, which means the market is primed for the disruption again. Brands that are happy to be a little obscure and different, are always going to have an edge.

But by becoming familiar with what people expect, what language is spoken, what phrases and words are used, you can start to focus on things that are different. Things that stand out, things that make your brand more, well, you.

Perhaps you have a controversial take, or you use bolder language, or have a funny saying that's become yours. Maybe you don't fit the mould of the typical founder in your space, or you have a quirky sense of humour. Maybe it's a bold statement as the hook on your videos, or using words people don't tend to use, or showing your product in a way no one else has thought to.

These aren't trends. They're yours. That's the whole point.

And I think it's the part a lot of marketers are losing sight of at the moment. It's not about chasing trends. It's about finding what makes your brand different and unique and focusing on that. And yes, you can jump on trends, they're trends for a reason, but how can you put your own spin on it?

Where this is all heading

As we move into the future of marketing where so much is being done by AI, I believe being able to create pattern disruptor content is going to be key to success. And I actually think it's going to be easier than ever.

With so much being done in a rush or by AI, so much is starting to sound and feel the same. The more you can lean into what makes you unique, the easier it's going to be to stand out.

Being a bit weird. Being different. Standing for something. Showing up differently. That is what gets attention.

In a world where original thought is being lost and so much is cookie cutter templates and rolling out the same strategy for everyone, pattern disruption is going to become the most powerful way to stand out in your marketing. And at the end of the day, that's always been the point.