8.5 seconds. Statistics say our average attention span in 2015 was 8.5 seconds. 0.5 seconds shorter than a goldfish. It takes 8.5 seconds to read the title, subtitle and first paragraph of this blog post. Welcome, goldfish, to the second paragraph. Now, don’t get me wrong. This 8.5-second mark is not where your content should end ... it is simply the amount of time you have to hook your reader

Shorter attention spans beg for strategic communications. 

8.5 seconds. Statistics say our average attention span in 2015 was 8.5 seconds. That is 0.5 seconds shorter than the attention span of a goldfish.

It takes about 8.5 seconds to read the title, subtitle and first paragraph of this blog post. Welcome, goldfish, to the second paragraph.

Now, don’t get me wrong. This 8.5-second mark is not where your content should end ... it is simply the amount of time you have to hook your reader.

This is why headers work

and why subheads are helpful.

  • This is why bullet points
    • and
  1. numbered lists are important.

The more scannable your content is, the better chance you have to hook your reader. Don’t hide important content in the middle of long paragraphs or bury event information in a flyer with poor design (i.e., lack of white space, confusing hierarchy or excess content). Count your words and make them count.

Cut the fluff. Consider what your reader really needs to know.

  • A date? A time? A location?
  • Why they should participate?
  • Why they should care?
  • How long a goldfish can pay attention?

In longer pieces of content, always start with a hook:

  • A statistic or interesting fact
  • A question or bold statement
  • A definition or quotation
  • An analogy or a setting

In shorter pieces of content, rely on elements that evoke emotion:

  • Humor or surprise
  • Heart-tug
  • Conflict & resolution
  • Deadlines
  • Visuals
  • Color/Typeface

It takes a bit of work to keep it simple and compelling, but it's worth it. Your message matters, so fight for your reader’s attention, to gain their interest, to catch them ... hook ... line ... and sinker.

Need more training on how to create strategic content that grabs your reader’s attention? Click below for more information on Fishhook University’s TeamSpeak Course.

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