People don’t read. But you’re reading this post, so whatever do I mean when I so boldly state that “people don’t read”? We have so much unsolicited information thrust at each of us every day in all different forms that we’ve become desensitized to most advertising.
Yes, many of us are suffering from data overload. So, these days people often don’t focus and read for full comprehension and meaning. Instead, we graze. We speed-read, looking for the critical words, trying to discern quickly what the message is and whether it is relevant to us.
Marketers need to acknowledge and embrace this reality. Enough with the lengthy product descriptions. Don’t waste your money on advertisements that take too many words to get to the point. And enough with the blog posts that are novellas in disguise.
If you want someone to read and respond to your message, make it brief and get to the point – fast! Twitter’s limitation of 140 characters is emblematic of the way we are communicating today. We marketers must take on and conquer the challenge to convey crisp and compelling content quickly. And for goodness sakes, keep your blog posts to 350 – 450 words max. Too much text is off-putting. You want to engage your audience, not scare them away. Enough said.