But not if you had put that foot on the bottom step of a down escalator. You know that if you put your foot on a stair step and heave upward you will move upward. A swish pattern interrupt “swishes” your attention away from what you expect. There are a few variations of pattern interrupts in NLP, but salespeople usually use one based on the concept of a “Swish” pattern interrupt.Ī swish is a movement, as you know. Most of them seem the same, but they do have subtle differences worth adding to your mental bank. There are a few pattern interrupt techniques in sales. We’re getting to how you’ll use this for content marketing and copywriting.īut first, let’s look at how sales and marketing teams use pattern interrupt concepts, because you can draw from both. How Pattern Interrupts Are Used in Sales and Marketing Let’s look at how salespeople are using pattern interrupts from 10,000 feet and up close. Wiggle your toes and stretch your fingers because we’re about to dive deeper. You know from your own experience that both of the above examples have worked in real life. Unusual subject lines are attention-grabbing for at least a moment, and interrupting your pattern is entirely their goal. Or, maybe you ignore the subject lines in your email because you’re looking for specific senders and you just skim the rest. ![]() You’ll probably open that one - and only because they interrupted their typical postcard ad pattern with something else that almost looks legit. But a savvy car dealership might send you a manila envelope with a key in it. You or someone you know probably throws away colorful junk mail. What We Know About the Benefits of Pattern Interruptsįirst, let’s think about your personal experience. #2 - because it’s fun to break rules and be disruptive. Now that you know pattern interrupts exist, you’ll see them everywhere.īut why should you use them in content marketing? They’re interrupting the pattern of text posts by looking as though they are engaging with you.Īnother example might be when you’re watching or reading a super long piece of content and the text or actor suddenly breaks the fourth wall and asks you a direct question like, “Still here?” It’s all about manipulating people’s attention spans.Īn example from social media is when you’re scrolling on autopilot and you see an influencer waving in a thumbnail to get your attention so that you click. Or that popular birthday card in which Stephanie professes her love for corn on the cob. Like when you were a kid and a teacher snapped their fingers to return your attention to their boring lecture. Just when a prospect is getting bored and zoning out, you hit them with something they’re not expecting. Pattern interrupts are an especially popular device in marketing videos, direct mail, and cold calls. Smart marketers, writers, and salespeople have adopted it to boost conversion rate optimization. Pattern interrupts are a borrowed concept from neuro-linguistic programming (NLP). ![]() The fun news is, they’re the sugary cereal part. Pattern interrupts are an excellent bounce preventative.īut they’re only a part of this healthy breakfast. ![]() And you certainly don’t want anyone to open up your content and bounce out because they anticipate a long, boring article.
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