It won’t come as any surprise to you that the attention span of your average online reader has decreased, but would it surprise you to know that most online advertisement readers wouldn’t even give enough time to read this first sentence? Writing for websites is a challenging proposition, but one that is also easy to measure and easily adaptable on the fly. In this video tutorial, Mike dives into the modern attention span, what your mantra should be for all online advertising and how the biggest loudest advertisement can sometimes be the one less heard.
- [Voiceover] The modern attention span is now less…than that of a goldfish: eight seconds and shrinking fast.…Why? Well, as every media pundit will tell you,…we're being bombarded by some much information…at such a rapid pace that while our ability…to multitask has skyrocketed, the amount of time…we devote to evaluation and attention has plummeted.…Well I'm here to tell you one thing, folks. That's nonsense.…Online customers will give you as much time as they need…to make a value judgement on what you're advertising.…Could it be eight seconds? Sure.…
Could it be two seconds? Maybe.…Could it be a minute? Who knows; no two people are alike.…And if your ad creates a positive valuation in the mind…of your prospect, they'll give you the time.…Even if they answer an email and have…a Skype call at the same time.…When you're creating your online ad copy,…don't fall into the trap of thinking about…an eight-second countdown, like some sort of Damocles.…Instead, follow this one rule.…Say it fast, and say it properly.…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.