We’ve discussed the importance of understanding the customer’s problem and being able to convince them by using their words & perspective.

Another important part of marketing is understanding the customer’s attention span.  Depending upon the method of marketing communication, you have a limited amount of time to retain their attention.  See the chart below for a graphic that explains this …

Customer Attention Span

Think about the method of marketing you are using and consider how much content you have compared with the attention span times above.  Have you seen website home pages with dozens of menu selections? .. Too many words? .. Too hard to determine the purpose of the site?  How well do you understand the attention span of your potential clients?  This should help!

drgilli

Dan Gillingham is a retired executive, business owner and is currently volunteering as a small business counselor and mentor with SCORE

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