Did you know that people now have a shorter attention span than a goldfish? Whereas the lowly goldfish will easily lose focus after nine seconds, humans tend to get distracted after eight, according to a 2015 study conducted by Microsoft Corp.
That is a serious concern if you’re into digital marketing services.
According to Chart beat, a tech company that provides data and analytics to global publishers, around 40% of visitors leave a page after spending less than 15 seconds there. It added that those who stay to read an article for three minutes would return to the site twice more than those who spend just a minute to read there.
But with people’s attention span hovering around a mere eight seconds, keeping them engaged seems to be a tall order even as it’s simply your priority, whether you’re a blogger, a copywriter, or a would-be influencer.
To help you connect and engage with your audience, you can turn to experts in the field such as a copywriting agency in Singapore. But if you’re one who doesn’t mind the hard work, here are eight things to keep in mind that will help you create a most effective copy not only in engaging your audience for more than eight seconds but, most importantly, compel them to act positively:
1-Research and Finalize Your Target Audience.
Knowing who is most likely to read and enjoy your piece should be on top of your to-do list. Ask yourself, who are you writing for? The answer will guide you on what tone of voice to take if it’s formal or informal, serious or matter-of-fact. You need to resonate with your audience, and the only way to do that is to know who they are in the first place.
This is getting to sound more and more like a cliché, but it’s a piece of advice that has so far stood the test of time. With tons of digital content produced daily for specific audiences, how can yours stand out? You can try a unique angle or hook, which is actually the objective of digital marketing, whether you’re in Singapore or anywhere in the world. A recent soda ad in the Philippines, for example, got a ton of positive social media mileage because it was “weird” (the common comment), showing a son with drinking glasses attached to his back and his mother hiding a bottle of the soft drink in her head, literally.
3.Raise a Question That User Says “Yes” in His Mind.
Do you know why those infomercials are so popular? It’s because they usually open with a segment showing everyday problems that people have while asking them, “Have you experienced this…?” It is then followed by presenting the solution to those problems. By asking questions that address your readers’ concerns/problems/hardships and then giving them the possible answers to such, they will be ready to say yes by the time you get to your call to action.
People will always be creatures of emotion. They make decisions based on how they feel at the moment. Making your pitch something personal to them is more likely to engage them better.
5.Don’t Explain Too Much With Unnecessary Information.
Winston Churchill once famously said, “A good speech should be like a woman’s skirt; long enough to cover the subject and short enough to create interest.” While this may not be the most politically correct assertion now, it does make a lot of sense from a copywriting point of view. Churchill was also a master when it comes to powerful language, using inspiring words that appealed to emotions and provoked action. You can do that too by carefully choosing words that elicit inspiration and can persuade. Just be mindful that powerful words usually don’t mean highfalutin words.
6.Try to Utilize the Right Tools.
This does not mean merely using your computer’s spell and grammar checker on your finished copy. There are a lot of online tools that can safeguard your creation against grammatical errors and plagiarism. You would do well to invest in such applications and software.
Give credit where credit is due. If you need to use other’s works to highlight or emphasize a point in your copy, then make sure you acknowledge them. Keep in mind, though, to use information from credible sources such as well established organizations, government/university-backed studies and surveys, and the like.
8.CTA (Call-To-Action) is a Must!
Finally, when all is said and done, you need to goad your audience into doing the ultimate thing your copy is meant to do: Click on that button, whether it’s to make a purchase or join your mailing list or subscription. A strong call to action doesn’t just say “Click here” but describes the positive outcome that can be had by the audience (“Join the adventure,” “Start your new life”).
Digital information may be overwhelming people today, but yours need not add to their burden. By keeping in mind these eight tips for a better copy, you might just be able to keep your readers engaged for more than eight seconds.