In the year 2000, the average attention span of a human being was 12 seconds. As of September 2018, that average had fallen to 8 seconds.
Scientists have determined the average goldfish has a 9 second attention span.
This means that thanks to rise of the smartphone, notifications, texts, tweets, emails, pop ups, and what not, our brains are constantly craving more and more input, giving us less ability to focus than a goldfish. We move back and forth from topic to topic faster than you can say… well in less time than it would take to actually read this sentence.
How in the world can we ever expect to hold someone’s attention long enough to make them want to buy from us when we’re working with an 8 second attention span?
We are all overstimulated today and there is just so much noise out there, it’s already hard to stand out. But we really must be consciously aware of the fact that we have literally seconds to get and keep someone’s attention.
Here are a few tips to help you market to goldfish:
Use visual and infographics. If you have something complicated to say, try saying it with an infographic. Remember, 8 second attention spans! This is why visuals and infographics are so popular—we can process them quickly. If you’re not a graphic designer, take a look at Canva.com. It’s user-friendly and will help you create images for your social media accounts, flyers, direct mail pieces, and much more. There is a free version that will allow you to do almost anything you need it to. I personally use the paid version because of the additional features it provides.
Create a strong, memorable visual brand. You must be sure you have a strong visual brand so you can train your audience to remember what you look like when you pop up in their social media feeds. Ensure your logo, colors and fonts are carried through every aspect of your online marketing plan.
Work on website responsiveness. Long story short? You don’t have time to spare when people land on your website. If they have to wait for a page to load? Forget it. They’re gone. Make sure your website loads in a heartbeat on desktop and mobile if you don’t want your goldfish to swim away.
Use stories. Humans are hardwired to listen to stories. If you can create an intriguing story around your service offering, lead with that. Every time.What do you do when you have 8 seconds to capture your audience's attention?
Remember KISS (Keep it Short and Simple). There has never been a more important time to make sure your message is as concise and clear as possible. If you’ve got to ramble on for five minutes in order to help someone understand what you do and who you serve, go back to the drawing board and cut as much fat as you can to clearly articulate your offering. This goes for web copy, blog posts, LinkedIn profiles, your bio … everything. Always keep the most important part of your message 8 seconds in!
Have you found some fresh new ways to market to this attention-deficit culture we’re living in? Tell me about it in the comments, I’d love to know!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!