12 Most Effective Tips to Connect with your Customers in 2.7 seconds
Television, Newspapers, E-mail, Tablets, Smart Phones, Web (Facebook, News Sites, Hulu, etc), Outdoor Media: the average American sees over 3,000 advertising messages a day (Source: Union of Concerned Scientists Website).
While statistics vary, the average American now has an attention span of only 2.7 seconds. Any business or marketer wishing to “cut through the clutter” has their job cut out for them. Our media world is changing so frequently marketers cannot sit on their hands and rely on the “same-old”. So what can you do to instantly grab someone’s attention in 2.7 seconds?
Here is my list of the 12 most effective strategies:
1. Think MTV
MTV and the music industry in the 80s realized that people connect more with a music artist that they can see. The same applies to your business audience. Add video to your blog or create a YouTube channel. In short: Broadcast Yourself.
2. Do it in 140
Thanks to text messaging, Twitter and Status Updates, few people read anymore…they scan. So learn to speak in headlines. Present your news, web site content, mobile messages or products in the modern-day 140-character sound bite with links to “read more” if it interests them to do so.
Take a Stand, have an opinion and express it clearly. There’s no room to simply provide information today. You have to express your point of view to differentiate yourself.
4. Be Clever
Learn, or re-learn to write! Product features, attributes or benefits must be given “personality” through clever writing, catchy phrases and analogies. “Business-speak” doesn’t cut it anymore.
5. Ask Questions, Don’t Advertise
Your content cannot be passive, it must engage the audience and asking questions creates a reaction in people that simple statements will never do.
6. Right Place, Right Time
Create an audience map that charts each of the locations your audience visits, when and for what reason. Then prepare different versions of your message that suits their “frame of mind” when engaging in those locations.
7. Let Go Of The Wheel
Regardless of the many usability studies out there, you can no longer dictate or even predict how your audience will access information. Provide them multiple options on how to view your message such as “chat live”, “call us”, user-defined drill downs, etc.
8. Better to Apologize Later than Ask Permission Now
Like it or not, provocative and/or entertaining headlines capture people’s attention. Inquiring minds want to know! Experiment and take some risks to see what messaging works best for you.
9. Specialize or Die!
Being a generalist or jack-of-all-trades is no longer a viable option. If you offer multiple, even inter-connected services or products, silo them and laser focus your message. Alternatively, prepare the same message with multiple “skins” that appeal to different audience demographics.
10. Be in the NOW
Be relevant and timely in your messages. Content must be fresh and relevant to not only the audience reading it but to the world around us all.
11. It’s About “YOU”
Use the word “you” frequently. Researchers have proven it to be one of the most persuasive words in our language because it makes the reader feel like you’re talking directly to them. This provides a sense of “conversation” that will pull people in.
12. “Get Over Yourself”
You’re not as smart as you think you are. And even if you are, your consumers would rather hear from their peers than from your sales and marketing team. Identify influencers and give them the content to share with their followers.
We live in a hyper-connected, media-rich world and so consumers are constantly bombarded with “media noise”. People who have filled in a warranty card, entered an online sweepstakes, sued someone, subscribed to a newsletter or purchased an item online will have that many more advertising messages displayed to them.
Social Media has exponentially increased the number of messages and ads people see. E-mail, Mobile and Web 2.0 technologies have changed how consumers consume content and created a “must have it now” culture. We skim magazines & web sites, read more blogs and RSS feeds that books and Tivo-out television commercials. Your strategies must adapt to meet these new realities.
What are you doing to make an impression in 2.7 seconds? Post your stories or comments below!