You have 8 seconds

The concept of not having enough time when enjoying a great moment and too much time when bored sounds perplexing but not that life-altering. In the Marketing world time plays a very important role in every aspect of marketing. This is the main reason why marketing agencies do not close as corporate companies close for the festive season. For a marketing agency, the festive season turns to be the busiest time of the year.

The concept of time is viewed differently from all industries, however, the common ground that most in not all industries have with regard to time is that; Time Is Money.

The average consumer attention span is 8 seconds. This suggests that you must make the most compelling first impression to interest your audience. Failure to do so will result in your audience losing interest in what your brand has to offer and choose an alternative supplier.

let us explore how people work and why our attention span is way too short.

  1. Availability of options.

This may sound very obvious and in all essence is that obvious. However, the availability of alternatives slows our decision making processes. This can simply be explained this way;

Imagine you want to discover the next best movie/series to watch on Netflix. For the simple fact that there is a myriad of options, it becomes harder to choose an option at all. This is because our unconscious mind fears missing out. This is why you are more likely to scroll through movies longer than you would have watched a single movie

When something is in abundance in a specific industry, the customer has the final say. With all the options, a customer may be intrigued enough by a specific colour, trailer or even the theme song for them to make their final decision. This simples understanding can then show us that if we are to make the most compelling first impression in 8 seconds, “Data” is definitely going to play a very important role.

Data simply helps you choose the part of the ocean where you will cast your net, this is because there is enough fish for everyone in the see and assigning resources to catch the wrong type of fish is not in your best interest.

  1. Short yet compelling titles

Short yet compelling titles are the way to go. People have other marketers just like you trying to get their attention, and standing out does not mean having a long title with the hopes of keeping your audience reading it with the hope of getting them interested. The longer the title, the less important the job. Well, in this case, the less appealing the copy, piece or ad.

The main purpose of a title is to garner attention and entice people to start reading your post. This is why the words that you use and how your craft your title is vital to the success of your ad, copy or even piece. There are many ways you can craft your titles regardless of what the title is for. The title can either be focused on garner mystery or straight up informative just to name a few.

Those that garner mystery are intended for those that fear missing out. The fact that you do not know what you could be missing out prompts you to read more. Perhaps the title “You have 8 seconds” compelled you to want to know more.

In closing, there are more ways marketers are trying to reach out to their customers, and those ideas are constantly mutating to better serve customers, however, what must stay constant is the understanding of how people work and what stimulates them.

Sakkie Ngobeni