Did you know that the world record for the 100-meter dash is 9.58 seconds, set by Usain Bolt? Okay, sports facts might not be the best way to start an article about marketing. It's a little off-topic.
That's the whole point! Getting attention isn't just about doing it fast at any cost; it's about doing it in a way that makes sense and stays relevant. In this article, we'll explore how to capture the attention of soon-to-be customers in just 3 seconds without losing the plot. Let's dive into some effective strategies that actually work.
Why do you need to grab the attention of your customers?
This topic is more relevant than ever today, when we all suffer from the inability to focus on one thing for even 10 minutes. That's because our eyes are glued to our phones, email, and notifications. All of these seemingly insignificant moments are actually draining our nervous systems, and that has its consequences:
- We lose the ability to focus, which is a problem when we need to dive into a topic;
- We get more distracted and nervous;
- We take more time to decide what to buy, how to act, etc.
Therefore, knowing really effective ways to capture the interest of your future customers is more than useful today.
Of course, you don't have to fit into the 3 seconds provided here. This time is meant to emphasize how unfocused the attention span of today's consumer is and that you need to grab it immediately, without hesitation. Otherwise, your potential customer will leave your site or page and move on.
By the way, do you know why users like you and me keep surfing the web for goods or entertainment? It's all about dopamine, a neurotransmitter released in response to the expectation of reward. In other words, the end goal (e.g., a purchase) is not as important to us as getting there because it is pleasurable. Along the way, we watch many engaging short-form videos (aka reels) that make us feel good, and we get used to it. Instant gratification is our daily motto.
The bad news is that, gradually, our previous dopamine levels are no longer enough, and we crave more, even faster gratification in the form of the same snackable content or interesting videos from brands. We, as marketers, have to deal with this resistance. That means winning the battle for people's time and attention.
But getting attention is only half the battle. Communication with the audience must be structured to build brand loyalty and provide value. So where do you start, and how can you smartly and effectively get the attention of your readers or customers?
7 Tactics for Grabbing Customers' Attention in 3 Seconds
Given all this, it may seem impossible to get users' attention. But it's not. You just need to know how to do it. Here are some life-tested tips on how to grab attention in 3 seconds and then build a base of loyal customers and even brand advocates.
Know Your Audience
Some brands or even gym trainers treat their customers like casual passersby. Can you relate? This approach can hardly be called personalized.
Don't make the same mistakes as those trainers or brands. Instead, do your homework and study your audience, just like the volunteers at the Chicago Marathon do. When marathoners come to registration, volunteers greet them by name (thanks to good data processing in a shared database) and make it seem like they have known each other for years. Is this pleasant for the runners? Of course, it is.
You don't have to reinvent the wheel to get to know your customers. You can create your own CRM and track customers along with relevant information about them in this comprehensive system. You can segment customers by demographics, geography, preferences, purchase amounts, and more. Then, you can send targeted emails and make personalized offers. Surprise your audience.
Source: Shutterstock
Identify the Audience Problems You Are Addressing
This approach is as old as the world itself. And yet, it works.
Instead of beating the water with your palms, throw the person a life preserver. In other words, before you invest money in a marketing campaign, it wouldn't hurt to find out how your customers live, what they care about, what drives them, what they're afraid of, and what can make them happy. In this case, it's a good idea to use social listening, which will shed light on the current situation of the whole society or a certain subculture.
After all, there is a big difference between what girls over 20 want and what women over 45 want. While some dream of a new handbag or a fun vacation with friends, others are thinking about improving their diet and health, furnishing their home, or considering a drastic career change. Think about the words you would use to address each of your customer groups so they can see that you understand them and have a solution to their needs or problems.
Make People Laugh or Cry
It may sound harsh, but it's true. People won't notice an ad or text if it doesn't interest them. They can be hooked by a message that evokes emotion. You can do this by appealing to memories of the past or, conversely, by outlining the future the consumer really wants to see. Emotions are evoked by anything that is associated with something that cannot be returned or that has very strong memories.
Let's look at the marathon. Running 26.2 miles (42,195 km) is a remarkable accomplishment for non-professional runners and, therefore, remains a significant memory. If your topic and audience resonate, you can tap into conversations about the first marathon in people's lives, and you're likely to succeed.
Think back to an ad, text, or video that made you feel emotional and analyze why. Your own experience is a great starting point.
Keep It Short and Simple
In a world full of information noise, you can go unnoticed. People are tired of information and don't want to spend time reading long sentences. Write more simply, use a writing style close to your audience, and avoid complicated sentences and words. This will help you create content that will keep visitors engaged. It also builds trust. In addition, structure your text so that the reader's eye can latch on to something, namely:
- Lists
- Headings
- Quotations
- Fonts
Anything that makes it easier to absorb information works.
Surprise Your Customers
This is not a popular tactic, but it has a right to exist. You can say someone is boring from the very first lines or words in the video, or build a message on the principle of contrast (switching from one topic to another), cite surprising statistics, a phrase from an interview with an expert, etc. Anything that breaks out of an orderly pattern makes you stop and listen. It's like when you're driving on a perfect highway, when your attention isn't so sharp because of the lack of distractions, when suddenly a slow-moving van, a dog, or something appears on the highway that brings your sharp attention back to you.
Get to the Point
What drives audience loyalty? Respect. If you respect your customers' time, they will be grateful. To show your respect, you can write short and to the point. But you can go further. You can start by saying you know that your customers are busy people and value their time, so… And then deliver the news, the offer, the specific numbers and results the audience will get. There's nothing worse than trying to wade through the thorns of long sentences in search of the core and the specifics. Don't bore your customers, give them what they came for.
Harness the power of story
Another tactic we didn't mention in the article is storytelling. Telling the stories of real people or creating characters that resemble your audience is a win-win way to attract attention and keep people interested in your brand. You can also incorporate micro-influencers into your marketing campaign to make your message more authentic and trustworthy.
People love real-life stories because they can relate to their experiences. This helps create a connection between you and your customers. You can tell the story of your brand's origins, the story of your company's founders, or the story of your employees. Think about the principle of TED talks or the online learning community Skillshare—their power lies in the stories of those who speak in front of an audience or share their own professional experiences.
Source: Shutterstock
Conclusion
Long story short, you have to make an effort to get the attention of your audience. And while it's not easy to do that these days, given how exhausted attention is, it's still possible. We've listed the most effective ways above. But we're sure you have examples from your experience where some videos or copy were particularly engaging.
Remember, the key is not only to grab your customer's attention in 3 seconds but also to do it in a way that keeps them loyal and your relationship with them strong and long-lasting.
Good luck with it!
For the latest digital marketing news, check out our blog. To book an appointment, call or contact us here.
