Alert: By the time you finish reading this sentence, you may…already be bored.
In our age of Instagram, Twitter, Facebook and YouTube, people’s attention spans are increasingly short — a trend that’s affecting your customers, too. In person and online, you only have seconds to grab and keep their attention.
What’s a busy business owner to do? Find ways to solve customers’ problems, suggests Alison Davis, a consultant and contributing writer for Inc. Two words tend to signal that you’re about to do just that: “how” and “to.”
“The two magic words for this [approach] are ‘how to,’” she writes. “Everyone wants to improve something: our diet, our décor, our presentation skills, our ability to create strategic plans. So, figure out what audience members want to do, and provide information to help them do it.”
Another tip from Davis: When you are pitching a new idea, say to a bride or corporate client, try a “high concept” approach. Originated in Hollywood — where screenwriters and directors need to convince higher ups to fund their projects quickly — this approach involves conveying an idea in less than 25 words. (Even better, Davis said, shoot for 10 to 15.)
“By forcing you to reduce what you have to say to its very essence, you can be…certain that your recipients will have a pretty good idea of what you are trying to say,” she explained. “Once you know how to develop a focused concept, you can use it as the basis for whatever message you want to convey, in any venue.”
Still looking for some inspiration on how to connect with customers, especially via your digital platforms? SAF has free online content available for its members, including social media content, calendars and post ideas. Check them out today.
Mary Westbrook is the editor in chief of Floral Management.