The getting attention is the first step in a massive communication effort.
The to arouse interest is the second. It is what will keep the viewer or listener focused on what you want to convey. That's where you convey the essence of the message. You turn him on and prepare him for the third step. By offering something different. At least something that those who "claim" him/her as a customer didn't offer.
All untilhere, are made for the taking the decision (step 3). No thought, logic or subconscious process is of value unless it is transformed into action. And before any form of action, all of us, without exception, decide either on a conscious or, more importantly, on a subconscious level: We evaluate in relation to our moral code, the beliefs and values we have formed (subconsciously) and according to criteria we have consciously set.
For example :
We decide to buy a computer based on the following characteristics (criteria).
We decide subconsciously on the brand or consciously if we are convinced that the brand is not as important as the technical characteristics (criteria).
We decide consciously about the timing (e.g. when we will have the money and the need) or subconsciously, when we are "touched" by an impressive offer with a time and number of pieces limitation.
Rarity and time constraints often have a positive influence on decision making, with "customers" being more subconscious in their evaluation of messages. Those who operate more consciously will always "look for it" more. They will rely on criteria and not on...fear of missing a good offer.
The fourth and most important step, is obviously the action. Ordering, booking, purchasing, contacting us. But it never comes so suddenly and unjustifiably. There is a recipe with 4 ingredients.
A key feature for companies that achieve high performance rates in their communication strategy is the ability to structure communication messages in such a way as to adapt and satisfy the categories of customers most likely to respond positively. Because in communication, the result is never unambiguous. And is evaluated as positive only by the Response he has. Not by whether management likes it, a fellow graphic designer, the A or B executive, etc.
English (UK)