MISTAKE #65: You don’t get to the point

Attention is a very scarce resource. 

The proliferation of mobile devices, the multiplication of online content, and the ceaseless introduction of new apps and new platforms mean marketers are generally fighting for smaller audiences willing to give less time before something more interesting or useful captures their attention.

 That is why I write these articles with short sentences and generally 1,000 words or less.

Time (and the attention it affords) is perhaps the most absolutely limited resource that exists. 

Time is never created...it can only be reallocated. 

Time is never saved…a day is spent every 24 hours regardless of what is done with it.

For this reason, time will become the most valued and most valuable resource people can offer.  Yes, I think it will be even more valuable than all the information people can willingly or unknowingly provide through the digital fingerprints and breadcrumbs and cookies they leave online.

This is the perspective you need to embrace as you think about every piece of content you produce and any marketing materials you hope to get in front of potential buyers.

Your shoppers are not a captive audience.  And they probably don’t have a shortage of other companies or products fighting for their attention.

They will shift their attention to whatever does the best job appealing to their need or desire at the time…and does it as fast as possible.

THINK LIKE A COPYWRITER 

This all reflects the first rule copywriters have followed for decades: 

The entire purpose of the first sentence is to get you to read the second sentence whose purpose is to get you to read the third sentence.

 

Hopefully, it is clear that you better have a really good understanding of what your prospect is looking for.  And you better give them what they want quickly.

You better not try to educate people that are looking to be entertained. 

Or provide a list of features to someone wanting to understand the user experience.

A detailed 9-minute video won’t be watched by someone only willing to invest 90 seconds.

And you better be really good at helping people quickly answer specific questions, because they’re the group potentially closest to making a purchase decision.

GIVE THEM WHAT THEY WANT

You might have a clear understanding of what you want people to know about your product.  And you might have perfected a 15-minute in-person sales pitch with a product demonstration. 

But this probably doesn’t scale to the marketplace.  And if it did, there probably aren’t many people willing to sit through the 15-minutes. 

And, if you haven’t done your homework, that 15-minutes might not even contain the critical information shoppers are looking for.

Your effort to tell people what you want to say about your product might not align with what your potential buyers want to hear. 

As you practice your sales pitch to get retailers to buy your product, make sure you’re not ignoring what your shoppers want to hear.  After you’re sure you know what matters to them, make sure you focus on delivering that message in the format and context they are most willing to receive it.