How easy is it to get someone’s attention? Not very, if statistics are anything to go by. For instance, you have about eight seconds to get someone’s attention with a video. And it’s considerably less when talking about static visuals, such as marketing and advertising campaigns. Some suggest it is as few as fifty milliseconds!
If that seems overwhelming, don’t despair! Just because it can be difficult to capture someone’s attention doesn’t mean that it’s impossible.
In fact, we’re going to look at five different tricks that will help you to keep the attention of your audience beyond that first split second that statistics say you have.
Use Your Visuals to Tell a Story
Want to get your audience engaged and involved in your marketing?
Tell them a story.
Of course, we don’t mean this in a literal way. Starting your marketing off with “Once upon a time…” is only going to appeal to a select few.
But it is possible, and recommended, to tell a story by directly using your visuals. And it doesn’t have to be a complicated story. In fact, the simpler, the better. There’s not really any need to craft a compelling narrative beyond, “This person uses this product, and here is how they benefited.”
Everyone loves a happy ending, even if it’s just in their marketing.
In terms of quick tricks to grab attention, smart use of color is probably the most often recommended for visual design. After all, we often react to colors without even really taking the time to think about them; they tend to elicit an emotional reaction of some kind, as well.
The psychology of color tells us how the majority of people tend to react to certain colors. Red, for instance, is one of the most motivating, dynamic colors. That’s why red is so often used to get attention.
But for eye-catching colors, simply using a preponderance of a certain color, even if it is dynamic, isn’t really enough. Using too much of one color is potentially more likely to turn someone’s eyes away, rather than attract them.
The best way to use color to get attention is to include a pop of bright color along with accents, and thorough use of auxiliary colors like white, black, and gray as well. It takes caution and care to enhance the visual and avoid overwhelming the viewer.
Here’s a sad fact: people don’t really like to read. In fact, it’s much more likely that your viewers will simply look at the images and graphics included in your marketing, and base their impression on that alone.
But if you want to maximize the chances that your audience will actually be drawn into reading the textual content, then here are a few tips:
- Use highly legible, user-friendly fonts.
- Combine a few fonts together, including a heavier weight and a lighter weight.
A combination of typefaces is immediately more interesting and visually appealing than a single typeface on its own.
Include a Call to Action
Calls to action, or CTAs, are a common sight in marketing, but they don’t have to be as blatant as “Buy now!”
It may be something like, “Get your free product now!” Or, for social media, it could be as simple as posting a trending hashtag, which in itself is an invitation for the viewer to repost or share and do the same. Because we are social animals, and love to be part of a trend, this is an effective way to both get the attention of your viewer and to involve them in marketing.
Brand Your Visuals
A final way to enhance your visual marketing and get your audience’s attention is to focus on branding. Include the name of the business, the company logo, the tagline, or some other aspect of branding within the marketing.
This helps to identify the marketing even without logos and brand marks, allowing customers to gain a sense of familiarity with the design. It also promotes the brand personality and aesthetic, adding each piece of visual marketing to a well-designed whole.
It’s true that there are a lot of pieces of marketing out there vying for the limited attention span of the audience. But there are definitely ways that you can up your game, and increase the likelihood of catching — and keeping — the interest of your viewers.
Sabrina Jackson is a content writer with experience in web content, blogging, sales copy and more. She writes with a passion to match her coffee color. Her favorite pass time is trying out new and unique tongue twisters.
Change is a good thing…
I am proud to announce that RyCOM Creative has acquired Skragglies, a local digital marketing company. Skragglies clients should be optimistic about the change, with RyCOM’s graphic design, printing, photo/video, consulting, PR and branding services being added to the existing digital marketing services already offered by Skragglies.
The acquisition comes after Justin Skaggs approached RyCOM with health concerns and a need to step away from the industry. Although Skragglies was considered a competitor of our’s, we had worked on many projects together in the past, so this move makes a lot of sense for everyone involved.
RyCOM offers all of the services that Skragglies had been delivering to clients. This means that all existing Skragglies clients will not see any change in available services due to the acquisition. We actually foresee an improvement in service levels and responsiveness. Although the Skragglies name will slowly transition out, we can ensure all of our clients that the local, personal service they received from Skragglies will continue with RyCOM.
We are still in the transition phase, working with Skragglies clients to get them into the RyCOM family. During the transition, we are asking that any current Skragglies clients book a time to come in to meet the RyCOM team and discuss all the ways we can help you get more…
I am really excited about this next phase in the RyCOM story. We faced a fork in the road back in 2017 – Shoot for a national audience and automated growth path or to invest in our community and grow locally. We chose our community. This is the next step in that process.
Most of my life was spent in sales and small business management. I was good at it, really good. By the age of 26 I was married with 3 kids, and my family of 5 was taking a piece of the American dream when we bought our first home in 2007. Things were going great.
In 2009 I went through some knee surgery and had been off work for about a month when the recession hit the area. It effected my industry, but not nearly as bad as the hit my family took in October 2009 when our house caught fire. We lost almost everything we had. Clothing, furniture, my wife’s wedding dress, our home… and my sense of direction with it. Our insurance claim was denied, leaving me with a family of 5 to care for, a sense of defeat, and a sales management job that demanded too much of my time. We had no place to live, no money to rebuild what we lost, and no idea where to go next.
I was fighting 2 court battles to get my home back, one against a national insurance company, and another against a national bank. Worst part is I had to do it Pro Se (representing myself). So I spent a lot time learning about contract law, the litigation process, and legal documentation. I was also spending any available time tearing apart and rebuilding the house piece by piece. This left me with almost no time for my family.
In January 2011 while at a management training meeting in Indiana, the Regional VP was reviewing a few marketing pieces I had put together for my sales team. I remember his exact words to this day:
“Ryan, if you were not such a great sales manager for me, I would say you were in the wrong business. You should be in marketing.”
I took his words to heart. If I were to start my own business I could have the extra time necessary to rebuild my house, learn the legal system and fight in court for my home, and still be able to spend time with my family.
In Jan. 2011 I took the dive and started a business. Initially RyCOM offered graphic design and digital marketing services. Things grew slowly that year, but soon I had moved out of my basement to a small office in Downtown Rockford. In 2012 I had tripled my 2011 revenues, and in 2013 it grew by 200%. Things were going great for the business.
Unfortunately, I was still fighting in court to get my house back, and laboring away on the house rebuild. Plus, I was completely wrong about having more spare time. I was running a business – spare time was non existent. I had a choice to make – my house, or my family.
Through this process I was locked into getting back what was taken from my family. Rebuilding the walls of our house is how I envisioned restoration. I was wrong…so very wrong. The entire time I was spending at a construction site, in a courtroom, at my office, or in meetings – my family was desperate to spend time with me; to connect with me; to recover with me.
By the end of 2013 I had finally realized that I was fighting for the wrong things. By starting my own business, I wasn’t giving myself more time to rebuild my house, I was building a future for my family that wasn’t going to rely on anyone else – not an insurance company, not a bank – nobody but us.
So – I expedited some resolution to all the unimportant dealings. Since then, RyCOM has become a great company that helped me reconnect with my family, recover from our loss, and to establish roots in a community that we love. Needless to say, we don’t live in that burned down house anymore – but my business, and more importantly my family… we are doing great!