Are you working as hard on your FAQs as you are on the actual event or product you’re producing? Is your training session actually a cool thing in its own right?
Kathy Sierra over at Creating Passionate Users asks some great question in today’s post, "but is it interesting?‘ The main question she’s asking is why does interesting matter in getting past two very critical barriers*. And I love the very simple answer! Her position is that "technically accurate" or "high quality enough" is not good enough because "the brain pays attention to–and remembers–that which it feels." And that is huge.
So what makes something interesting? Here are a few ideas from the post:
* Surprise, novelty, the unexpected
* Emotionally touching (the whole kids and puppies thing)
* Counterintuitive failures or mistakes
* Fun, playfulness, humor
Years ago I read Positioning: The Battle for Your Mind, still one of the great marketing/advertising books out there and learned about the Reticular Activating System. Basically, you are designed to notice three kinds of things that always make it past your reticular activating system: things you value; things that are unique; and things that threaten you. When you think about your work that way, are you doing the right things in order to get past the barriers of your customer’s mind?
By the way, I heard about Positioning from Rick Warren in the early 90s. Here’s an article that highlights Rick’s take.
* The barriers are represented creatively on a cool graph that I’m trying to figure out how to translate for my readers! Check it out, though. Concept is very good.