Guess what? People aren't reading the whole thing

In last week’s newsletter, we discussed the attention economy and some tips on how to earn and keep your customers’ attention in the age of distraction.

This week, let’s discuss some things you need to remember, knowing that most people probably aren’t reading your whole email, watching your whole video, or paying attention to everything you send their way.

There are some tactics you can use, knowing people skim or lose focus.

Not everyone reads your entire marketing pitch. Here are three key principles to keep in mind when you know your audience’s attention is fleeting:

1. Lead with the most important point. Think of your content like a news article: start with the headline. People skim first. They’re looking for value quickly—what’s in it for them? Put the most critical information front and center, whether it’s an email, video, or social post. They’ll still walk away with your core message if they stop engaging halfway through.

2. Make it visually scannable. Dense paragraphs or lengthy blocks of text will lose readers almost immediately. Use bullet points, bold headers, and short sentences to create visual breaks. A well-structured layout makes it easier for someone to pick out what matters to them, even if they only give you 30 seconds.

3. Repeat and reinforce your message. Repetition isn’t redundant; it’s reinforcement. Your audience might miss something the first time, so don’t be afraid to reiterate your main point in different ways. Use follow-up emails, reframe your key takeaway in a later paragraph, or bring it up in multiple formats (e.g., email and social). Companies have taglines and jingles they use repeatedly for a reason.

Understanding that most of your audience won’t catch everything you put out isn’t a reason to stress; it’s an opportunity to streamline your communication.

Make every word, image, and second count—because when you respect your audience’s limited attention, they’ll reward you with more of it.

Next week, we’ll discuss using all this to perfect your elevator pitch, which is crucial when you don’t have a big budget to work with. Every interaction is a chance to quickly tell someone new what your brand does.

For some related reading on the importance of repetition in marketing, check out this article of mine in Better Marketing. I used a Friend link, so you don’t need a subscription to read it.

Thanks for reading. Check out these other newsletters if you want more business and marketing content in your inbox. See you next week.

Mike
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