What Are You Drawing Attention To

Full body scans are all the rage right now

Or maybe I just see more of them because my X feed is just tech nerds and AI stuff, and American tech guys love health tech stuff like this.

It was when one of them was waxing lyrical about one company, that I decided I’d take a look at what they offered - where I found something really interesting.

For context, the company was ‘Niko Health’, selling a £299 full-body scan.

This isn’t my nutrition page, so I won’t bang on about whether these things are necessary or not.

Instead, what interested me was their safety section.

They mentioned ‘radiation-free’ four times.

It was in a feature card, a headline, an FAQ answer and in the body text.

That really interested me - because I just wouldn’t think about radiation when weighing up whether I should have these scans.

And I also think that overdiagnosis - false positive readings - would be much more dangerous and anxiety-provoking.

But ‘Does this overdiagnose’ doesn’t have a clean answer, whereas radiation does.

This is an example of a company picking an anxiety people didn’t have, to then solve it for them - opening and quickly closing a loop, helping them feel better about things straight after their brain worried about radiation.

Goes without saying that I don’t love this strategy - however, it does highlight what people pay attention to.

And as a coach - you can decide on that in your stories, posts, social proof, and anywhere else you communicate.

What do I want people to pay attention to?

Most people see a fraction of what you make - so what would you like them to focus on?