Today you’re like a termite in a yo-yo, bombarded by emails, text messages, facebook, twitter and cell phone apps. All are clawing, tugging, screaming for your attention.
You however have learned how to tune out the unimportant, irrelevant, boring, mundane messages. YOU are like ME and EVERYONE else around US…. WE are deprived of a long attention span.
Your attention span will never get better, in fact it will only get worse as time goes on. You must learn to accept that. Your customer’s attention span will get shorter as well. You must learn to get in step with that.
3 things you must increase in your ads to get in step with your customers:
- 1. Increase Relevance: Your ads should reek of relevance. You should get to the benefit early and often, pack your ads with “what’s in it for them”.
- 2. Increase Credibility: You must answer “why should I believe you?” If your credibility isn’t believable make it believable. Use the language you would use if you were telling your best friend the truth about your business. Do not use cliché overused phrases. Be real, authentic and transparent.
- 3. Increase Surprise: You now have about 5 seconds to hold someone’s attention, notice how I didn’t say “gain” someone’s attention. Today you are not only in a battle to gain someone’s attention, you are also in a battle to hold it. In a 30 second radio ad you have to surprise to hold attention every 5 seconds, 5 times in a 30 second ad or your listener is out.
You are changing, I am changing, we are changing, the world is changing. Let us not ignore, let us get in step.
Wizard of Ads Group
converting prospects, customer attention, customer focus, customer gaining, customer getting, local business advertising, more customers, small business customers