Are you a TV flipper? That is, how long does it take for you to watch something before you decide to turn the channel? When I’ve watched TV, I found that I changed the channels so quickly (probably about half a second) that others have commented that there’s no way I could possibly know enough about the show to make the decision of moving on.
But most of us are like that, true? When you’re going through your mail or you see a billboard on the road or you’re reading a newspaper. We’ve been trained to sort through information very quickly.
Your prospects and customers are similar. I’d say that it’s pretty universal that you as a marketer have a moment, just a moment, to make a strong impression and get enough attention for them to read further. And I’d say a moment can be anywhere from a half a second to about 3 seconds. That’s not very long.
Whatever kind of communication you’re extending should be passed through a set of questions—
Is my headline clear, succinct and to the point?
Is it obviously compelling?
Will the message be remembered?
If no to any of these then you might want to rethink the message.