Baby You're a Magician of Words

The attention span of people has significantly reduced in the age of scrolling. And as a result, in paid social media ads, you cannot afford to take more than a minute of their time. Do the opposite, and they'll simply scroll ahead.

So if a brand only has a minute to say what it wants to say, it needs to carefully choose which horses it wants to ride. It needs to carefully choose what it wants to say about its product, because it cannot communicate everything.

Again, it needs to present its offer persuasively, and at the same time, respect the potential customers' time and attention.

You see, even in our day to day communication - for example while narrating an incident - we do emphasize certain details and leave others out. This is not manipulation, this is just something inevitable, for all details are not equally important. The listener's time, however, is important.

So a brand needs to make the best use of words. The copywriters need to be mindful about what they are emphasizing and what they are minimizing. This is where empathy comes into play: A potential customer doesn't need to be bombarded with information, and neither does she need to give you more than a minute in her day.

Use your words accordingly.

Again, one cannot misrepresent their offer, for that might be good for the company in short term, but will violate customer expectations in the long term, and in turn destroy reputation.

It's true that the world is very noisy. But that gives brands an opportunity to be different than others. They can do this, if they are super clear, concise, and crisp in all the marketing communications they put forth.