Humans generally read at a rate of about 300 words per minute. That works out to about 5 words per second. If those numbers are correct, you’ve already spent that long reading this far. Thank you! There’s a reason why I’m happy about it: you’ve stayed with me beyond the average length of time any of us have to grab someone’s attention.
Research from the Statistic Brain Research Institute found that 17 percent of pages are viewed for less than 4 seconds. It also shows that the average reader’s attention span has declined to 8.25 seconds in 2015 from 12 seconds in 2000. This is, as I wrote a couple of years back, is shorter than the attention span of a goldfish. And while I might be able to get half of you to read my short posts (I lose half of you at 111 words), only a quarter of you will stick with me to the end of a long (593 words) post. That’s why I rarely write a screed of more than 450 words.
Any of us who create content of any sort – ads, articles, videos, or whatever – need to be cognizant that attention spans are going down just as the number of things screaming for that attention go way up. That means we need to personalize our messaging wherever possible and to be sure that whatever messages we’re sending make sense. Be brief and make sure that those first 15 words count. If you have an offer, particularly if you’re giving the reader something, make that offer and give that gift up front. That chances of you earning some reciprocity (they’re giving you attention!) increase that way.
Attention is the currency of marketing and content. The ability to gain and keep that attention is extremely valuable. You’ve got less than 8 seconds and maybe only about 15 – 20 words to get it. Go!