Some researchers estimate the length of our attention span
to a short-term response stimulus may be as little as 8-seconds.
That’s not a lot of time to get your brand message across,
but an eternity if you’re riding an angry bull. Let’s see if you can stay in the saddle long enough to make a
positive brand impression.
In the first eight seconds have you answered “What’s in it for
me?” If not, you’ve likely lost
them. You’ve been bucked. It doesn’t really matter what your
commercial, elevator speech, website, email or company brochure says if you
don’t provide a clear reason your target audience should stay engaged in their
first few seconds.
My favorite commercial that answers “What’s in it for me”
immediately is the baby in the E-Trade commercials. What this commercial gives us is entertainment whether we
intend to trade stocks on E-Trade or anywhere else. Other favorites include relatable, funny characters like
However, you don’t need big budget ad campaigns or the use
of entertainment to answer “What’s in it for me?” Offering an incentive, addressing a need or simply providing
useful information may be all it takes to hold the attention of your audience
and create a positive impression of your brand.
Now take a look again at your company marketing
materials. In the first few
sentences or first few seconds have you connected to your audience with a
message that keeps them engaged?
Have you given them value whether they have a need for your product or
service at the moment?
If your materials aren’t up to the 8-second challenge,
Sunspark Communications can help.
Creating a positive brand impression that ensures you are top-of-mind
when your prospect or client is in need of your services is our specialty.