By Catherine & Marco
“Heyyyyyy, what’s new with you!?”
Pretty common way to greet someone when you haven’t seen them for a while.
Notice that we don’t ask:
“Hey, what’s old?”
or
“Hey, tell me what I already know”.
We ask what’s NEW. Because ‘NEW’ is exciting! And that’s exactly why we as business owners can never rest on our laurels.
Why Ad Fatigue Is The REAL Pandemic
Social media is awesome in a lot of ways. Easy access to our target market, great potential to go viral, and it’s never been easier to get in front of the perfect prospect for our business.
But…
…Buuuuuuuuuuuuuuuuuuutt…
…there are downsides.
First and foremost - attention span. We all know the TikTok brain phenomenon that’s going on in real time. Kids unable to watch movies, concentrate on homework, or even watch a video that’s more than 90 seconds.
I wish that didn’t affect us but it really does. All of our clients have reduced attention span. Not because they want to. Because they NEED to.
How else are you going to deal with ads machine gun firing at you 24/7/365? It’s impossible!
So how do we fix this?
Don’t worry, I won’t ask you to do any TikTok dancing. There’s a better way.
How To Keep Your Prospect Intrigued
The solution to TikTok brain and shortened attention span is not to just turn all of your content and information into easily digestible cat food chunks of 60 seconds or less.
The solution is to offer your prospect a LOT of different content.
Don’t give them 1 video.
Give them 10.
Don’t give them 1 article.
Give them 100.
Don’t give them 1 tweet.
Give them 1000.
If a prospect is really interested in your stuff they’ll do their own research.
But there has to be some sort of depth to it. They’ll go through your materials.
They’ll steel themselves and make it through your content. But it’s up to you to give them a buffet of options.
Not just 1 dish. So if you’re running 1 ad now? It’s time to do at least 3 different ones. If you have 1 video for them to see in your retargeting campaign? It’s time to do 5-10 other ones.
Now go out there and be fruitful. With your content, obviously. Or be fruitful in another way as well. It’s all good, I’m sure you’re a responsible adult.
Read more articles by Catherine & Marco
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Illustrator: Lisa Williams (Instagram: @artist_llw)