(Photo by Frank Guido)

First impressions matter. Without a great first impression, you’ll lose people’s attention and potentially their business. But after you’ve gotten their attention, how do you keep it?

We spend too much time optimizing a primary message, while the emotional sway is all in the background. Consider your favorite band. You listen to the lead singer, but without the background singers, the lead singer would not sound as amazing. Or when watching a movie or video – how much attention do you give the background music? The music provides the emotional and atmospheric cues.

For your next marketing message, divide your effort evenly between your “foreground” and “background” messages. Make sure that total effect of your marketing results in prolonged interest and sales.