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In August of 1991, we were exposed to the first website ever created, and within minutes of seeing it everyone was bored out of their minds.

You’ve probably experienced TLDR syndrome. We all have. So, what’s it mean? Too Long; Didn’t Read. No one wants to wade through the same pics, specs, Get Qualified, b.s., and endless paragraphs your competition already showed em.

Every motorcycle dealership in the world has hired the best web provider they could get their hands on. Maybe not the best web provider... just the one with the best pitch, easiest to launch, at a fair price. I'm willing to bet some serious cheddar that you know exactly what I'm talking about.

That’s where pattern interrupts come in – like a jolt of caffeine for your content. Think of them as the sugary cereal in the healthy breakfast of your marketing mix. Intrigued? Let’s dig in.

Imagine losing 7 or 8 deals out of every 10 just because your buyers kept getting bored and falling asleep. That's the reality of selling motorcycles to internet leads. Actually it's the reality of selling. Sounds painful, right? But don’t worry, I’ve got a simple trick that will turn things around for you.

The scientific term (maybe) is Pattern Interrupt. They come from the mystical world of neuro-linguistic programming (NLP). Clever marketers, writers, and salespeople use them to snap you out of your scroll-induced coma. They’re especially handy in marketing videos, direct mail, and cold calls.

Here’s the deal: Since your site probably looks like every other site, just when someone’s zoning out, hit them with something unexpected. Remember when your teacher would snap their fingers to grab your attention during a boring lecture? Same idea. Or when your teacher called on you to answer a question in class? They noticed you were ready to snooze, so in order to get your attention for another couple of seconds, they called on you. Classic pattern interrupt.

It’s all about hijacking people’s attention spans. You can do your first pattern interupt by sending a quick text to everyone you want to sell a motorcycle to!

If you want to add the SHOT OF CAFFEINE to your text, add a picture or video they'll like. I'm not talking about file photos. Send something sexy!!

WHY IT WORKS

But why use them to sell motorcycles? Two reasons: 1) They work. 2) It’s fun to break the rules and be a little disruptive.

Why Pattern Interrupts Are Awesome

Think about it. Ever tossed aside colorful junk mail? Sure. But if a car dealership sends you a manila envelope with a key inside, you’re opening that bad boy. They broke the usual postcard pattern.

Or take email subject lines. Most of us skim through our inbox, ignoring the usual suspects. But a subject line with a weird symbol or unexpected word? You’re stopping to check it out. That’s pattern interruption at its finest.Every person you’ve spoken with wants to buy what you’re selling.

The Swish Technique

The “swish” pattern interrupt diverts your attention from what you expect. It’s like stepping onto an escalator that suddenly goes in the opposite direction. In sales, it’s used to disrupt a prospect’s predictable response and steer them towards what you want.

Picture Ray the Harley saleman trying to reach Lisa the prospect. Lisa is about to say she hasn't thought it over long enough and she's too busy right now, but Ray jumps in with, “Have you got 2 minutes?.” Lisa is thrown off and says, yeah. Ray asks if she still wants a bike. Lisa says, yeah, listens for a bit longer, and gives Ray a chance to pitch some new accessory packages. Even if Lisa says she doesn't have 2 minutes, Ray can follow up with, “When’s a better time to reschedule, later this morning or this afternoon?” Boom, swish! 

Back to your website.  the “pattern interrupt.” Remember, you're trying to interrupt your shopper's browsing pattern.

Now they're bored. They're about to 'bounce' over to another site. Get it? Bounce rate?

It's time to wave that shiny object in front of anyeone who’s about to leave your site. You've got to distract them with a valuable piece of information, an exciting offer, or something intriguing enough to make them stay and engage further.

How Does It Work?
Pop ups suck, but the right pop-up stops shoppers by converting them into cusotmers. Maybe it's offering a free e-guide on the Top-10 Motorcycles in the market this year. These texts aren’t about selling. You’re not pushing prices, trade values, or anything like that.

You’re doing something unique – showing appreciation.

This simple gesture makes your prospects remember you and makes it easier for them to reach out to you. It’s all about reciprocity – you give, and they feel comfortable giving back.

You’ve heard that people buy from people they like.
Right?

People grind the price down with people they don’t give a $H!T about.

One of the biggest hurdles in sales is building trust. People are naturally skeptical, especially when it comes to making big purchases like a motorcycle.

By adding that 'sexy' jolt of caffeine to prevent the TLDR, you’re showing them that you’re truly a 1 of a kind professional. You’re not just another salesperson looking to make a quick buck; you’re someone who genuinely cares about their needs and desires.

When you send that shot of caffeine, you’re showing some credibility and creating an opportunity to build rapport.

You’re opening the entrance and shutting the shopping down for more communication, which can lead to a stronger relationship. And we all know that people prefer to buy from those they trust and feel comfortable with.

Standing out is crucial. Most dealerships and most salespeople will never do what I just shared.

You’re showing that you’re proactive, attentive, and professional.

Think about it from the customer’s perspective. They’ve visited multiple dealerships, spoken with several salespeople, and listened to countless pitches.

But you’re the one who took the extra step to reach out and say, “Hey, thanks again for dropping by! I’m here for you.”

That’s memorable and can make all the difference when they’re making their final decision.