Practical Sales Training™ > How To Get Attention > Reaction Marketing
Reaction Marketing
Building an audience from scratch is slow. You post, you wait, and mostly you hear crickets. Meanwhile, someone else’s news has millions of people talking.
Reaction marketing says: go where the talking is. Add your take to something people already care about. Then some of that attention flows back to you.
What Is Reaction Marketing?
Reaction marketing means responding to something that already has attention. That could be a launch, a news story or a rival’s advert. Then you add your own angle, and you share it while people still care.
It can be a post, a video, an ad or an email. The key is that it points at the thing everyone’s watching. Then it says something new about it.
It’s close to trend jacking. The difference is focus. Trend jacking joins a wave. Reaction marketing answers a specific moment, often with a clear point of view.
Why Does Reaction Marketing Grab Attention?
People are already curious about the big story. So when you mention it, you get a free hook. They stop scrolling because they recognise the topic.
It also shows you’re awake. Buyers like working with people who follow their world. In fact, a sharp reaction can say “we get your industry” faster than any brochure.
And a good take is easy to share. People pass on clever responses because it makes them look clued in too. As a result, your message can travel far past your own followers.
How Can You Use Reaction Marketing in Sales?
Speed matters, but so does judgement. So here’s how I’d go about it.
Pick Moments Your Buyers Care About
A celebrity split may be huge news. Yet if your buyers are finance directors, it’s noise. So watch your buyers’ world instead. Think new laws, big launches in their sector or a rival’s move.
Add Something New
Repeating the news adds nothing. So bring a view, a lesson or a joke. For example, “Here’s what this new rule means for your Q4 budget.” That’s useful, and it’s yours.
Move Fast
Most moments fade in days. Some fade in hours. So keep a simple process ready. Know who can sign off a post, and get it out while people still care.
Link It Back to What You Sell
A funny reaction is nice. But one that also shows off your strengths is better. So find the thread that ties the moment to your product. Then pull it gently.
Use It in One-to-One Sales Too
When big news hits a client’s industry, send a short note. “Saw the news about X. Here’s what I think it means for you.” That’s reaction marketing for one buyer. And it often opens a conversation that a cold follow-up never would.
When Reaction Marketing Works Best
It works best when the moment links to your offer. A crisp brand joking about a folding phone works, because both “fold”. The link makes the joke land.
It also works well for challenger brands. Smaller firms can borrow attention from bigger names. Similarly, it helps experts show they’re on top of their field.
Finally, it suits fast, simple formats. Social posts, short videos and quick emails can go out the same day.
When Reaction Marketing Becomes Dangerous
The biggest risk is reacting to the wrong thing. Tragedies, disasters and sensitive topics are off limits for selling. Jumping on them can wreck your name overnight.
Legal trouble is another risk. Using another brand’s name or logo can land you in hot water. So if you poke fun at a big brand, keep it light and check the rules first.
Being too late is a quieter danger. A reaction posted after the buzz has died looks out of touch. So if you’ve missed the moment, let it go.
Common Reaction Marketing Mistakes
Most of these come from rushing without thinking. So here’s what I see most.
Forcing a Link That Isn’t There
If the link needs a paragraph to explain, stop. The link should be obvious in a second. Otherwise it feels desperate.
Reacting to Everything
Jump on every story, and you look like you have nothing to say. So pick a few moments that really fit. Then make those count.
Being Mean for Laughs
A cheeky jab can work. However, a nasty one makes you look bitter. Buyers remember the tone long after the joke. So keep it playful.
Forgetting the Next Step
Your reaction gets lots of views. Then nothing happens. So add a simple next step, like a link, an offer or a question. Attention with nowhere to go goes to waste.
Reaction Marketing – An Example
The Original Fold
When Apple revealed its folding iPhone Duo, the tech world was buzzing. Everyone was talking about the fold.
So this ad for Kettle Studio crisps jumped straight in. Its headline says “Good ideas get copied.” Then it puts a folded crisp next to the folding phone. The crisp is “the original fold”. And the phone is “the copied fold”.
Look at why it works. It borrows the buzz around one of the year’s biggest launches. The link is instant, because both products fold. And it’s playful, with no bitterness. As a result, a bag of crisps gets a slice of Apple-sized attention.
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