Captivate Your Audience
Publishers compete for attention in an era of overstimulation and distraction, making publishing more challenging than ever. Into that environment, Ben Parr has written a thought-provoking challenge to the accepted wisdom around audience creation and engagement in his new book, “Captivology.” In this
highly-engaging narrative, Parr describes the science of how we pay attention and why it hasn’t changed in millennia. He reveals why we pay attention to some events, ideas, and people and not to others.
Parr then outlines seven “captivation triggers” that spark the brain’s attention response by appealing to the fundamentals of human behavior. His “Disruption Trigger,” for example, uses a combination of surprise, simplicity, and significance to disrupt people’s expectations. This approach aims
for a “What the heck?” attention grab followed by an elegantly simple idea that’s easy to process. Parr’s suggestion is that we have to violate an audience’s expectations (without alienating) in order to capture their attention — to get people to “turn their eyes up a bit.”
Ben Parr is the former co-editor of Mashable and co-founder of DominateFund. We found “Captivology” positively captivating and suspect you will, too.