Understand Your Buyer > How To Get Attention > Missing Letters

 

What is it?

By excluding letters from a word and creating a fill-in-the-gaps exercise, you can not only seize the attention of your buyer but create a little intrigue too.

 

Why does it work?

It works because you can use it to misdirect attention and also create an information gap where, for some people, they have to complete the word.

If you simply wrote the word DUCK as in the example, it wouldn’t grab your attention and would just blend in, but by excluding a letter we immediately make a (rude) assumption and controversy is something that is guaranteed to get people talking.

 

How can you use it?

To make this work, there are a couple of simple methods to use:

1. U are missing is a common trick, not controversial, but it works.
2. UR missing – a variation of the above, “what’s missing? UR!”
3. Matryoshka the word is missing is a word within a word – so “MESS” exists in “MESSAGE” for example.
4. Rude words… that aren’t actually rude as per the example, but grab attention.

Example

In this example, Dove link the notion of “feeling dirty” to the fact that DUCK was definitely not your first thought as to what that full word would be…

 

See also

• Picture Words
• Picture Letters

 

 

 

Like this kind of stuff? Want more?

Then Practical Sales Training™ is for you…

Action focussed, affordable sales training

for entrepreneurs and small business owners.

Brought to you by James Newell