Shawn is 16 and in the 11th grade, and lives in Ontario, Canada. Uh-oh. Another Justin Bieber. His debut album just shouted down the soundtrack to Furious 7. In fact, his “Handwritten” tracks were numero uno on Billboard. I can’t stand these success prodigies. Okay…I admit to being a bit envious—and troubled.
You see, Shawn Mendez is a hot selling artist and his music is not even played on the radio. Yet.
His rise to fame came through Vine, a mobile app where posts are all of six seconds! Check out the Mendez Vine page and you discover his videos have 367 million “loops”—or views. I learned this from reading his story over the weekend. (See the New York Times link, http://www.nytimes.com/2015/04/25/arts/music/a-rapid-rise-for-shawn-mendes-in-tune-with-social-media.html?emc=edit_th_20150425&nl=todaysheadlines&nlid=68618012&_r=0)
So who owns Vine? Twitter. The masters of short form messaging. But who can deliver a compelling act in six seconds? Apparently, a lot of people—the majority of whom come nowhere close to the success of Shawn Mendez.
However, I liken this short attention grabbing method to some old school work of professionals. Specifically, those who write headlines and those in advertising. These folks know you must grab the attention very quickly or your customer is gone. Good telemarketers and cold callers know this, too. In store salespeople often try and stop you with a personal question such as, “Is that an iPhone 6 you have?” Me: “Why, yes it is!” Too late. Now I’m conversing about satellite systems I don’t want or need!
Some of the headlines in newspapers and magazines that have turned the trick for response include:
How a Strange Accident Saved Me from Baldness
Are You Ashamed of the Smells in Your Home?
Play Guitar in Seven Days or Your Money Back
How I Started a New Life with $7
Television and radio people use short teases for upcoming segments. Direct mail uses gimmicks (close to trickery) to get you to open “official” looking mail. So why not a simple premise like, “You’ve got six seconds to impress me, Kid!” Works for me.
There is a big challenge waiting. Do the goods match the pitch being made? If not, credibility fades. At that point, even new and more clever approaches fall flat.
A few takeaways on this subject include:
- To get attention you must arouse and intensify interest.
- Quick hitting, creative messages can get you in the door.
- Sustained interest requires consistent delivery of what your customer comes to expect from you.
- Shortcuts often lead to short lived relationships.
- Repetition of a short, but effective, message—when delivered in a tight window of space or time—can be very powerful in delivering recall.
One of the most effective, power-packed messages delivered by rescue missions and other ministries of Christ followers has just two words: Jesus Saves. Most people are familiar with John 3:16. You see signs for it everywhere. I personally think John 3:17 has a lot of spiritual punch: “For God did not send His Son to the world that he may judge the world, but that the world may be saved through him.” (Young’s Literal Translation)
Jesus saves. Two simple words. When the message is received and allowed to play out, hearts find peace. Consciences are cleared. Hope is renewed. Relationships are restored. Eternities are changed.
And get this. Jesus calls himself The True Vine. Look it up. (John 15)
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Catch “Let’s Talk with Mark Elfstrand" weekday afternoons from 4-6pm on AM 1160 Hope for Your Life. To listen to the live broadcast or a podcast of previous shows click here.