The role of tension

The two most important currencies in today’s marketing world are attention and trust. People trust you with their time, with their recommendation and maybe, just maybe, with their money. 

If you want a chance to have the kind of impact you seek to make, you need to build some tension, the kind of tension that compels people to take action, e.g. subscribing to your newsletter or buying your product. 

There are two main ways to create it: either framing your message around what is to be avoided (fear) or around what is to be achieved (desire or aspiration). Look at ads and analyse what its main focus is about, you’ll start noticing its everywhere.