Christian Leborg
Me, interested?

Customer interests

For customers to be interested in an offer, they first need to understand that it fits them.

What makes people interested in an offer? A person becomes interested when the offer conveys values that are the same as her values. Traits of personality in a marketing message may communicate those values. Potential customers decide to delve deeper into something that catches their attention, when the personality fits and the context is right.

Why do customers get interested in a new product?  Prospective consumers become aware of a product, service or provider, and then find attributes that resonate with them. An offer gets attention because one particular prospect (or several) has already started a journey towards satisfying a need she is aware of.

How do entrepreneurs get people interested in their wares? Providers of services need to activate all the triggers to transform potential consumers’ attention to interest. The triggers are: relevance to life situation, recognition of certain contexts and communication of shared values.

“Get found!.” – Brian Halligan, co-founder of Hubspot

When does the customer get interested? The best timing is for potential consumers to find an offer at about the same time as they have decided to pursue their interest in buying. Manufacturers and retailers have to cater to a buyer's interest throughout the different stages of buying right up to the decision to purchase.

Who becomes interested in your products or services? The people that get interested are those who like the personality of the product and where the values of the offer fit their context. As entrepreneurs, you need to define a segment that might be interested in your products or services. From this segment, define or find an actual person who might serve as the avatar/persona for your interested customer.

Where is the interest generated? Digital devices makes it possible for consumers to follow their personal interests wherever they reside, which makes it imperative that providers cater to more personalized interests. Online shopping has established infrastructure that makes it possible to deliver a wider set of products to a larger geographic area, thereby serving more specialised interests.

It is always a joy when someone is interested in what I am doing. New tools for measuring people's activities make it easier to know who and where they are.

Are you using any interesting tools to measure people's interest?

Brian Halligan, Dharmesh Shah (2014 ) Inbound Marketing
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.