Recent marketing studies suggest that the average person is now estimated to encounter between 6,000 to 10,000 ads every single day. We consciously and subconsciously pay attention and ignore certain types of messages that we are exposed to from different advertising platforms. Whether TV, Internet, Radio, Newspaper or even verbally, we are bombarded with organizations trying to grab our attention. Jingles and other attention grabbing methods are used to keep that product in your mind for as long as possible until you are exposed to that message again. So why do we pay attention to some things and ignore others? Companies pay advertising agencies lots of money to make sure their client’s message sticks with you and gets you thinking and taking action on making a purchase.
According to a study done in the early 2000s, the average attention span of humans decreased from 12 seconds to eight seconds. However, content creators began to churn out shorter and more engaging content for the viewer. It is critical to provide content that is relevant to your audience and to grab their attention within seconds before your content becomes an afterthought. Relevancy, content quality and your offer have to be relayed in a very short and informative way in order to grab your intended audience’s attention. We obviously pay more attention to ads that present info that is relevant to your wants and needs. How that information is presented to you is critical for it be recognized and processed by your audience.
The easier you can make it for your intended audience and potential users of your product or service to mentally onboard your message is to be a seeker of pain. Consumers want to know how you can solve their problems from finding a great place to dine to locating a handyman to assemble their new bookcase. One thing remains true, we are much more likely to pay attention to a recommendation to try a particular product or service if it has come from a vetted source. We are hardwired to be skeptical of messaging because we know the ultimate goal is to sell you something. Providing a trustworthy source helps consumers make purchasing decisions faster and with more confidence. That is why customer referrals are so important and so trusted because we often times have difficultly sorting through all the noise.
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