I just finished reading an article on average attention spans. It wasn’t surprising to learn that the average attention span for humans has shortened, but I was surprised by how much. Over the past 15 years, it’s fallen by almost 40 percent.  In 2000 it was 12 seconds, and today it is eight—just below that of a goldfish, according to research done by Microsoft.

The good news? Our ability to multi-task has improved dramatically.

What does this mean for us? We now have less time to grab people’s attention with our advertisements and calls to action. Now more than ever, it’s important to stand out from the crowd and engage prospects/customers. I may be stating the obvious, but you must make sure your reach is targeted better.

For example, I’ve sat in many industry meetings listening to people tell me how social media doesn’t work to get leads. I say to these people, “You better figure it out, because this is where prospects and customers are engaging us.” And the trend is growing. This means Twitter, Facebook, Yelp, etc., are where customers are starting to look for our products, read reviews and make decisions on whether to buy from you. It’s important to have a solid social media strategy and develop a strategic campaign.

Because it’s technology, some people think it’s impossible to figure out.  It’s normal to want to stay in your comfort zone. But if you want a better return on your advertising, and if you want to drive down your lead costs, spending some time figuring out social media is the way to go. It doesn’t take long to understand the fundamentals just like with direct mail, TV, canvassing, etc.

For the sake of everyone’s attention spans, make social media your friend. You can drive more leads to your company and be on the cutting edge of a space that hasn’t filled up with competitors yet.

Great Selling!

Tyson's Take

1 Comment

  1. Tyson,
    Great insights. To your point, I met Gary Vaynerchuk (author, “Crush It”) who became a social media wine celebrity with a simple “Wine Video Blog” and cranked up his family retail wine business to over $4M annually. His story is amazing.

    My main takeaway from the book and seeing him live was that according to Gary, Social Media/Blogs are best used to “chum” the water and stir up awareness and even consideration…but no selling. The corporate website is where the conversion to a possible sales lead needs to happen. Unfortunately, many sites continue the “branding” message instead of providing compelling “sales alert”, direct response calls-to-action.

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