The window in this picture is next to the door of a county government office.
The staff's hope must be that customers will read each sign and learn the do's and don'ts of conducting business with this department before even walking through that door.
But the signs ain't workin'.
Over the years, I've seen literally thousands of people enter that office, and not one has even slowed down to glance at that collection of paper taped to the glass.
Why?
It's too much to take in. Never mind the inconsistent look and the negative tone of the messages that “welcome” you to this office. It's the sheer amount of information that's overwhelming and off-putting.
So, ask yourself if customers might be ignoring or even turned off by an over-abundance of your messaging.
- Does your website copy need to be simplified or better organized?
- Do you try to force too many details into your radio spots?
- Could your social content be more concise?
- Are you sending emails too frequently?
People are distracted. They're in a hurry, and their attention spans are shrinking. That means that too much of even the best content may be disregarded because it takes too long to read and process.
In the new year ahead, work to focus your message, wherever it may be. Make it as easy as possible for your audience to see, understand and remember your main point.
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