goldfish-537832_1920Attention spans are declining, supposedly the average American attention span now sits at a whopping 8 seconds, down from 12 seconds in 2000. Goldfish ring in at 9 seconds.  Thus the rise of TL;DR.  Too Long; Didn’t Read.  Not even willing to write out “Too Long; Didn’t Read.”

You can either weep for the inevitable decline of society, or you can move on with the times.  Because, really, it’s not all bad news – research shows that the decline in human attention spans is simply responsive adaptation to new environments.

Furthermore, while we have definitely decreased in sustained concentration (focusing on a single task for a long time), we have improved in task switching (switching between tasks while still maintaining concentration) and selective attention (avoiding distractions).

Take a moment to evaluate your marketing content. Look at your brochures, social media posts, your flyers, your website content, blog posts, ad copy, and product descriptions.  Nothing should approach essay length.  If you do have longer copy, a person should be able to get the gist of what is going on in 15 seconds or less (at a maximum).  Break up whatever you can into small attention grabbing sections.  Be brief.  You may find yourself getting more results with less content.

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