Marketing
Oct 22, 2024
-
4 min read

How To Use Pattern Interrupt To Boost Your Sales and Marketing

written by
Navya M
Content Marketer
reviewed by
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Pattern interrupts are all about grabbing attention in a world where everyone's on autopilot. 

It's not about being loud but being smart enough to have your audience stop scrolling and start noticing

To nail pattern interrupts and make room for genuine engagement, the key is to balance the unexpected with the relevant. 

Let's dive into six pattern interrupt techniques that'll make your marketing and sales outreach impossible to ignore.

What is a Pattern Interrupt?

Pattern interrupt in sales and marketing is a technique used to break through consumers' mental autopilot and grab their attention. It involves atypical initiatives to disrupt customer expectations, capture relevant attention, and make them more receptive to your message.

The ultimate goal of a pattern interrupt is to replace an unwanted, overplayed pattern in exchange for a fresh approach that encourages desired customer behavior.

Pattern interrupt in sales

Imagine you're a sales rep on your 50th cold call of the day. You've heard "No, thank you" more times than you can count, and you're starting to feel like a broken record. This is where pattern interrupt comes in to shake things up.

Pattern interrupt in sales is all about breaking the expected script. It's about catching your prospect off guard in a positive way, jolting them out of their automatic negative response and into a state of genuine engagement.

What are the benefits of using pattern interrupts?

Still on the fence about shaking things up? Here's why pattern interrupts are worth your time:

  • Instant Attention Grab: With attention spans decreasing to 8 seconds (lesser than a goldfish!), pattern interrupts are your golden ticket. They snap your audience out of autopilot faster than you can say, "Hey, look at this!".
  • Memorable Marketing: With pattern interrupts, you stick in people's minds by breaking the routine they're familiar with. And in marketing, being remembered is half the battle won.
  • Higher Engagement Rates: Surprise breeds curiosity. When you catch people off guard (in a good way), they're more likely to lean in, click through, or hit that 'reply' button. 

For instance, here’s how Devin Reed recommends using pattern interrupts to improve email engagement rates:

5 (Tried & Tested) Pattern Interrupt Techniques to Use in Sales

1. Kickstart the conversation

You know that awkward moment when you call someone and they answer with "Hello?" and you say "Hello?" back? 

Yeah, that's how boring cold calls sound like. Instead, the second they pick up, dive right in with something like, "Hey [Name], it's [Your Name] from [Company]. I know you weren't expecting my call, but I've got something that might just make your day. Got 37 seconds for me?" 

Wondering why this version works compared to a simple "hello"? You've acknowledged you're interrupting them, showed respect for their time, and piqued their curiosity all in one go. 

Plus, using specific details such as location, numbers, or specific details can also have them turning heads just enough to keep listening.

2. Use Interactive Demos

In a prospect's mind, sales calls = conversations that go on (& on) about features and benefits. 

Instead, what if you could loop them into the product prior to the call? say something like, "You know what? How about I show you exactly how this works right now?" Then, hit them with an interactive demo right there on the call. 

For instance, here's how it works:

Take a tour of product

If you're reaching out via email, don't just send another wall of text. Include a link to an interactive demo with a teaser like, "I could tell you how this works, but it's way more fun if you try it yourself. Click here to take it for a spin." 

example of good cold email pattern interrupt

And why does it work? By letting them play around with your product, you're not just telling them how great it is – you're letting them discover it for themselves. Plus, you're breaking the pattern of typical sales calls or emails with a dash of interactivity.

3. Show personal value

Before you even pick up the phone, do some digging. It's always a recommended practice to do your research before you reach out to a prospect.

For instance, a rough, personalized calculation of how much value your solution could bring to the prospect's specific business is a great example. Here's an example: "Based on the size of your sales team and your current close rate, we estimate that our solution could increase your annual revenue by approximately $1.2 million. I'd love to walk you through how we arrived at this number."

It's also effective because it combines the power of personalization with concrete, quantifiable benefits. 

There are also statistics to back it up. Research shows that customers are 40% more likely to buy from salespeople who tailor their approach to the customer's specific situation. 

This method works as a pattern interrupt simply because it's personalized, quantifiable, and hard to ignore. You immediately demonstrate relevance and potential ROI, capturing interest and setting the stage for a more in-depth discussion.

4. Address the objections

It's pretty common for a prospect's defenses to go up, especially during cold calls. They start to think of all the reasons for dismissing the call or the solution. 

To address that, you'd have to face the objection, preferably before it arrives. You can start off by saying something good about their current situation or even your competitor. "I hear [Competitor X] has been doing a great job for you in [specific area]. That's awesome. We're not here to mess with that. But there's this other issue that's probably costing you a fortune, and that's what I want to chat about." 

The goal of this pattern interrupt is to show that you're not just another brand trying to bash a competitor or steal their business. You've acknowledged their current success and positioned yourself as an ally, not a replacement. This way it can be disarming and open the door for real conversations.

Also read: How to overcome objections in sales

5. Find common ground

Do your homework and find something you and your prospect both care about – but make it unexpected. 

Maybe you went through their LinkedIn and saw a post on a tradeshow that you both attended or an issue with a product that they're voicing out via a post. 

Start with something like, "I noticed we both attended [tradeshow]" or  "I've got to ask – what's your take on [shared topic]?

This way, you've just gone from "another sales rep" to "person with a shared taste" in their eyes. Plus, by choosing something unexpected, you're showing that you've really done your homework, not just glanced at their LinkedIn profile. 

Pattern interrupt Examples

1. Cold calls

Cold calls are often met with immediate resistance because people expect a sales pitch. A pattern interrupt in this context involves breaking away from the typical script. 

Like this example:

Example of cold call pattern interrupt

Reference

By starting the conversation with something unexpected—like a thought-provoking question or a statement that's not about your product—you can catch the prospect off guard in a positive way, making them more receptive to your message.

2. Cold emails

Most people's inboxes (like yours and mine, if you work in marketing) are flooded with generic, templated emails. 

A pattern interrupt in email marketing means crafting subject lines and opening sentences that stand out from the usual "I hope this email finds you well" approach. 

By leading with an interesting statistic, a personal observation about the recipient's business, or even a deliberate "mistake," you can pique curiosity and increase the chances of your email being read.

And when the average email open rate is 37%, with the reply rate at 6%, avoiding the pattern of being ignored takes a dash of creativity and timing. 

For some inspiration, here’s an example of what’s in the 37% club:

example of cold email pattern interrupt

Reference

And here’s what’s not:

The bottom line? Avoid generic, low-effort pitches, especially when the goal is to nudge the recipient towards you and build long-term partnerships and collaborations.

Also read: 10 Best B2B Cold Email Templates

3. In-person meets or events

At crowded events (think in-person events or tradeshows), attendees are bombarded with similar-looking booths and standard promotional materials. 

Materials like flyers (here are some flyer examples to refer), brochures, or collector cards can support your brand, but creating something unique is key to standing out.

A pattern interrupt here could involve creating an unexpected visual or interactive experience that makes people stop in their tracks. Create an experience memorable enough, and it might just break the monotony of the event. 

In fact, here's how we did it recently at an in-person event hosted by Exit Five:

While we didn’t have a sponsor booth, we stood out by having a truck drive by at the event with a QR Code that attendees could scan to find out which “demo” they were. Standing out, but in style!

4. Advertisements

Advertisements are everywhere, and pattern interrupts are a need- to truly stand out. Creating visuals or messages that defy expectations or using humor in an otherwise serious industry are some examples. 

For instance, take this advertisement:

example of advertising pattern interrupt

This advert by Surreal is direct and packed with creativity. The goal? Regardless of the platform, your ad should make viewers pause and engage with it instead of just scrolling past.

Wrapping up: Pattern Interrupts in Sales and Marketing

The best pattern interrupts don't just stop the scroll—they start conversations that your audience actually wants to have. After all, the goal isn’t to just be different, but also to be relevant.

And there you have it—your toolkit for pattern interrupt tactics that work as clever tricks for your sales and marketing teams. Go ahead, add your dash of creativity to them, and make those impressions count!

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“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”
Madhav Bhandari
Head of Marketing

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