It is true. Many marketing plans, clever ads, celebrity endorsements and influencer campaigns can create possible interest in a brand or initiative, but did they cause a conversion? So your post went viral, but did it motivate, inspire, and move to action those who observed it?
What is missing here is a better understanding of what H.I. truly is. What is human interest?
Many great philosophers and poets have shared their definitions:
An investment in knowledge pays the best interest. Benjamin Franklin
Interest is the most important thing in life; happiness is temporary, but interest is continuous. Georgia O’Keeffe
If you are interested in something, you will focus on it, and if you focus attention on anything, it is likely that you will become interested in it. Many of the things we find interesting are not so by nature, but because we took the trouble of paying attention to them. Mihaly Csikszentmihaly
The strongest force in the universe is compound interest. Albert Einstein
By definition: Interest means “1. A feeling of wanting to know, see, do, share in; 2. The power of arousing such feeling or curiosity; from Latin interesse – to be between, from inter- between + esse be.”
Those who may ponder what will truly awaken H.I. may be influenced by their own personal opinions and potentially limited knowledge or even vague appreciation of those one is trying to influence. A New York City-based brand manager may not know or may even be disheartened by the fact that farmers in North Dakota like to shoot elk and love rodeo barrel racing in their off seasons, and tries to create interest with ‘politically correct’ beer commercials that definitely did not engage interest that converted to sales.
H.I. is influenced by HER (not a pronoun, but represents Human Emotion and Reaction) and is rarely influenced by logic. If logic drove H.I., people would stop consuming high-fructose laden sodas because their curiosity and interest in the ingredients would tell them to step away from these unhealthy beverages.
To understand H.I., one needs to be willing to listen, learn, and appreciate what their audience cares about, thinks is important, are curious about.
That’s where Conversion Market Research™ comes to the rescue. With Conversion Market research, we talk directly with the individuals in your community, understand their priorities and motivations, identify their priority points of interest they have about your company, products or services and even points that disinterest them. We listen, we analyze, and provide the vital insight needed to succeed.
In these challenging times, companies like yours cannot afford not to have the accurate H.I. that leads to direct conversion, saving time and money, as well as building community because you based your marketing on their H.I.
It is respectful and effective because now your campaign is based on you and your team’s H.I. in your audience.
Preparing for greater success in 2025 with your brand, whether a Fortune 100 or an emerging brand, will accelerate, once you integrate the H.I. results of Conversion Market Research.
Call me at 805-969-3744 and let’s get started.
Gillian Christie