Understand Your Buyer > How To Get Attention > The Von Restorff Effect
What is it?
The Von Restorff Effect looks at the fact that when something stands out in some way, it gets noticed. This is essential for sales messaging as it allows you to engage clients without them having to read the full content of your email/webpage.
Why does it work?
The human brain naturally looks for contrast. When something stands out in some way – in this case by being highlighted – it is more likely to be noticed and engaged with.
How can you use it?
If you highlight and bold key sections of your emails and web pages, you can be sure to catch people that “skim” the content and draw them in to play closer attention.
If they don’t go any further at least you will have made the point you wish to make.
(You will notice throughout this website we use the Von Restorff Effect.)
Like this kind of stuff? Want more?
84 ways to reach, engage and convert people to buy using psychology, science and common sense.
In the book we cover:
✅ How people work – 18 factors that affect client behaviour.
✅ Selling Communication Basics – 12 ways to communicate more clearly.
✅ How to get attention – 18 ways to stand out and be noticed.
✅ How to engage – 27 ways to engage potential buyers.
✅ How to convert – 10 ways to convert prospects to buyers.
Everything in the book works and is backed by psychology, science, common sense and my own testing.