"The most basic way to get someone's attention is this: Break a pattern. Humans adapt incredibly quickly to consistent patterns. Consistent sensory stimulation makes us tune out: Think of the hum of an air-conditioner, or traffic noise, or the smell of a candle, or the sight of a bookshelf. We may become consciously aware of these things only when something changes: The air-conditioner shuts off. Your spouse rearranges the books." - Made to Stick by Chip & Dan Heath
A radio station targeting over 50's initially refused to play one of my client ads.
The ad used a young female voice.
The ad didn’t fit the station’s sound. All ads were voiced by mature males.
In other words, it would stand out.
The female voice was a simple way to break a pattern and gain listener's attention.
What patterns can you break?
(By Craig Arthur, Wizard of Ads Australia.)