\nYou\u2019re watching Youtube \nand an ad pops up in the middle of the clip you\u2019re watching. You wait \ntill the little box in the corner says skip the ad. The moment you can \nand go back to what you wanted to watch. Some say this is the results of\n the modern multitasking short attention span culture of the internet \nage. The truth is it\u2019s always been like that, with skimming past the ads\n in print, getting up to do things during the commercial breaks on \ntelevision, changing the station during the radio ads; it\u2019s only now \nthat technology has reached the point where we can track these actions \nin very fine detail. This problem affects all marketing, including \nyours, so what can you do about it? That\u2019s what we are going to talk \nabout here.<\/p>\n\n\n\n
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First\n things first. You will never create marketing that will have everyone \nin rapped attention. No one can. Not the big global advertising \ncompanies that set up multi million dollar marketing campaigns and not \npeople who have a small business and maybe have a few hundred dollars to\n spend for the whole year. People are going to ignore your advertising \nunless they have a problem that you can solve right now. It\u2019s the \nreality of marketing and you can\u2019t escape it. <\/p>\n\n\n\n
You\n are also competing with other businesses for that same limited number \nof eyes\/ears that need your services. This means that unless you\u2019re \noffering something very unique or specialized there will be others \noffering the exact same products for same or even cheaper prices. This \ncan be especially true if you\u2019re a small business that also have very \nlarge companies competing in the same field. For us at Copy Express, we \nhave to compete with Vista Print, who is a multinational company that \ncan spend money on lots of ads and offers the same sort of products at \nprices we don\u2019t try to compete with. (That being said we offer both better and faster service which helps us stand out.)<\/em><\/p>\n\n\n\n With\n the advances in technology means that it\u2019s easier to ignore advertising\n too. The five second skip button on Youtube, fast forward button on \nFreeview recorders, the ad blockers on websites, the list goes on. It \nmight be ongoing technology war between the people who want to advertise\n and the people who don\u2019t want to be advertise too, but in reality most \npeople just ignore marketing.<\/p>\n\n\n\n <\/p>\n\n\n\n Way back in April 2015 I wrote about my \u20185\/15\/60 second rule\u2019<\/a>\n to help deal with the above problems and if anything it\u2019s even more \nrelevant today than when I wrote it three years ago. You can follow the \nlink to the article to get the full explanation of who the rule works \nbut here\u2019s the TL:DR version of it<\/p>\n\n\n\n Notice\n that you have only 5 seconds to hook someone’s interest. It\u2019s not just \nhow long a streaming company will force you to watch\/listen to an ad \nbefore you can skip it. It is also about how long someone will scan a \nsubject line of a email, scan over the layout of a printed or digital \npage, put up with an ad before changing a station or fast forwarding, \nlooking at a flyer before it goes to the rubbish bin. 5 seconds, that\u2019s \nall you\u2019ve got.<\/p>\n\n\n\n You\n can do a lot in 5 seconds. A heck of a lot, if you spend that time \nwisely. Remember it\u2019s the time you hook the viewer\/listener\/readers \ninterest. You\u2019re not making the whole pitch, you just have to hook in \nthe potential customer to want to learn more. (Though I\u2019ve recently seen New Zealand created Youtube ads that do the complete sell in those five seconds rather well.)<\/em>\n That\u2019s the job of the first five seconds, to get them interested, after\n that you can spend the time you need to \u2018complete the deal.\u2019 <\/p>\n\n\n\n <\/p>\n\n\n\n You\n can\u2019t stop people skipping\/ignoring your marketing, because unless it \nsolves a problem they have right now they won\u2019t care. That being said, a\n well designed 5 second hook may get them to pay attention long enough \nfor you to promote yourself to them. If you do your marketing right, it \nwill be memorable without it being annoying. Then when they do need that\n problem solved you will be remembered and you will get their potential \ncustom.<\/p>\n\n\n\n This\n is just one part of the long list of different things you need to think\n about when you are planning your marketing. If you get stuck on how to \nsetup your marketing plan and need advice on what to do next, then why \nnot give us at Copy Express a call. We can book an appointment for in \ndepth support, or give you a what you need in a quick question and \nanswer session. We are always there to help you and your business.<\/em><\/p>\n ","protected":false},"excerpt":{"rendered":" You\u2019re watching Youtube and an ad pops up in the middle of the clip you\u2019re watching. You wait till the little box in the corner says skip the ad. The moment you can and go back to what you wanted to watch. Some say this is the results of the modern multitasking short attention span … Continue reading “The Skip Culture – Marketing for \u2018Short Attention Spans\u2019”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"_links":{"self":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/521"}],"collection":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/comments?post=521"}],"version-history":[{"count":2,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/521\/revisions"}],"predecessor-version":[{"id":932,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/521\/revisions\/932"}],"wp:attachment":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media?parent=521"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/categories?post=521"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/tags?post=521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The Good News
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<\/li><\/ul>\n\n\n\nClosing Thoughts
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