The Adventure of Getting Attention

THE ADVENTURE OF GETTING ATTENTION

In a world where attention is money, standing out among all the things vying for our customers’ attention is challenging. How can we compete for attention with the cat videos on YouTube, the cute baby pictures on social media, and the inbox full of emails from our competitors? If we listen to our customers and observe the current trends, we have a much stronger chance of grabbing their attention.

DAZED AND DISTRACTED

  • The average attention span of your client is 8 seconds, down from 12 seconds in 2000.
  • The average attention span of a goldfish is 9 seconds.
  • The average time spent on a website is 10-20 seconds.
  • The average office worker checks their email 30 times an hour.
  • The average phone user picks up their phone 1,500 times a week.

Clearly, your customer has an ever-shrinking attention span and can become quickly distracted. On a positive side, your client base is likely getting on their email or phone a lot. If you can communicate quickly and powerfully, you have the chance to reach them.

GRABBING A GLANCE

With a short attention span and a sea of endless distractions, consider the following tips for engaging your customers in seconds:

  • 1

    Stay Simple

    Content which follows the KISS (Keep It Simple, Stupid) principle has the best chance of reaching your customers. Be clear and concise with your content as well as utilizing these formatting tips: highlight important keywords, use bullet points for emphasis, break up content with subheadings, and focus on one idea per section.

  • 2

    If It’s Worth Mentioning, Say It Again

    Repetition is key to memory. In the marketing world, the rule of 7 is readily believed. Basically, your clients need to see your product, service, or message 7 times before they will pay attention. This does not mean that you write super redundant content, but rather that you convey your message in a bunch of different formats. Try leveraging your social media, utilizing videos, or smart re-targeting to get attention.

  • 3

    Show Versus Just Tell

    The average attention span for watching a single video is 2.7 minutes. Think about how much you can communicate in 2.7 minutes! Using engaging videos will allow you to communicate the same information as content blocks, but in a way which you gain substantially more time and attention from your potential customers. Make sure the first 8 seconds are especially interesting to hook in your viewers.

Condensing your message to a format and length which your customer base can handle will dramatically impact your marketing efforts. Standing out in the midst of distractions takes strategy. Pay attention to your customers and how they want to interact with your business.

STATS: ATTENTION, FOCUS, AND FORGETFULNESS

  • 39% of Americans will forget at least one basic piece of information or lose one everyday item weekly.
  • 40% of people will leave your website if it takes longer than three seconds to load.
  • 20% of the words are what the average users will read on a website.
  • 25% of purchase decisions are determined by video impressions shorter than two seconds.
  • 1.7 seconds is the average time Facebook users spend with any piece of mobile content on the platform.
  • 33% of users claim they would spend more time with advertising content if they could customize it to their interests.

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