An Intergalactic Struggle for International Development Communication. What is more important grabbing initial attention or retaining it?
As communications practitioners in international development cooperation, we often find ourselves in a cosmic battle between two powerful forces: the attention grabbers and the mind holders.
The attention grabbers are the flashy, eye-catching tactics that first capture our audience’s attention. They’re the ones that make us say “Wow!” and “Look at that!” But just like a shooting star, their brilliance is short-lived and soon fades away into the vastness of space.
The mind-holders, on the other hand, are the steady and consistent strategies that keep our audience’s attention and ultimately lead to true engagement and impact. They’re the ones that make us say “Hmm, that’s interesting” and “I want to learn more.” They’re like a distant pulsing star, guiding us toward our ultimate destination.
But it’s not just about capturing and holding attention, it’s also about maintaining trust and credibility with our audience.
Attention grabbers must not leave the impression that they were clickbait or misleading in any way. The content must deliver on its promises and accurately explain complex processes.
On the other hand, mind holders must not give the impression that they are keeping the audience on the page for too long or that the information could have been presented in a simpler and more efficient way.
It’s a delicate balance, but by striking the right balance, we can ensure that our audience stays engaged, informed and ultimately trusts us as a credible source of information.
So here’s the twist: To truly be successful in our communications efforts, we need both the attention grabbers and the mind holders.
It’s like a rocket ship, it needs the initial boost to get off the ground, but also the steady propulsion to reach its final destination.
So let’s not choose sides in this intergalactic struggle, let’s use both to make our communications truly out of this world! 🚀🌌🌟
Authors who wrote about capturing and holding attention
There are many authors and experts who have written about this communications subject though not specifically in the area of international development cooperation. Some notable authors and books include:
- “Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger: This book explores the psychology and science behind why certain things become popular and how to create “contagious” content that spreads quickly and effectively.
- “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath: This book examines why some ideas stick in people’s minds while others are quickly forgotten and provides practical tips for creating memorable and effective communication.
- “The Attention Economy: Understanding the New Currency of Business” by Thomas H. Davenport and John C. Beck: This book explores how attention has become a valuable commodity in today’s digital age and how businesses can compete for it.
- “Influence: The Psychology of Persuasion” by Robert Cialdini: This classic book delves into the psychology of persuasion and explains the six principles that drive human behavior and influence decisions.
These are just a few examples and the list goes on, many experts and communication practitioners have written extensively on this topic.
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