Consumers are so busy searching, filtering, and digesting information every day, attention spans have gotten shorter and shorter. This is why it is imperative for marketers to keep messages simple. Consumers just don’t have time to absorb multiple messages, or try and figure out what it is you are trying to tell them. If there is doubt or confusion, they are moving on – faster than you can say average session duration.
Too often, emails, web pages, social media, ads, you name it, are crammed full of varied messages. Often, this is at the “request” of the marketer’s boss who doesn’t like to see white space go unused. But when the space has no space left, where is the consumer supposed to look first? How will the consumer “get” your message in 3 to 5 seconds?
Keep it simple, keep it fast, and you will keep your audience.