Swimming Through the Noise

Have you heard that Brands have a better chance of keeping the attention of a goldfish than their targeted consumer? Absurd! Not the part that it’s true, but that we’ve gotten to this point. I looked it up: It’s reported that goldfish have a 9-second attention span - go figure. And, a recent study found that the average human attention span has fallen from 12 seconds in 2000 to 8.2 seconds today. So, yes, the average human attention span is now shorter than a goldfish’s. But, wait - there’s more. As the attention span diminishes, our time online —? on our cellphones, on our tablets, on our i-whathaveyou’s —? snowballs. We spend the lion’s share of waking hours consuming what social media is feeding us. And, we here in this household are feeling more than a wee bit blunt-force advertised to.? Lately, we’re exponentially aware of being interrupted by all of it. The noise. The ads. The deals. The incessant being sold-to’d (hmmm, new word: soldtude —the attitude one spews when one slings their sales techniques repeatedly). And, we resent it. If you’re feeling a little like other people’s pitches are swallowing you whole, you’re not alone.?

Let me stray for a bit…One of my fave films is Minority Report, a future techie sci-fi flick envisioning a future <2054> where crime can be foretold before it happens. There’s a scene I’ve been thinking a lot about lately, where the main character John Anderton (Tom Cruise) strolls though a mall and gets bombarded with ads that mention him by name, implying they’ve been targeted specifically to him, simply by scanning his eyes as he walks by.?

The reality is, these technologies are not coming in 2054, they’re here now, according to digiday .com. But, that’s another post.? I know you’re feeling it, too.? Constant ads that are nearly impossible to avoid. From people we don’t know (not because they’re scanning eyeballs, but using cookies) and, then there are the people we know and love who are, frankly, always there. Truth is - cyber life is complex, nuanced, powerful, and often helpful. It’s a unique and potent medium and it’s not going away. We get it. We’re a brand that has something to sell and we use social media to engage our audience, too. Our aim is to create content that’s relevant, interesting and substantive — news you can use so you can live your best life. If we only have 8.2 seconds to grab you, we want to do it with integrity and heart. Truth is — everyone is fighting for space. So, don’t fight, right? Showing you our most human side is what most people seem to be clamoring for.? But, is authenticity becoming cliché now, too? We say no.? You can go a long way with people if you can educate and entertain them, make them laugh, or initiate deep discussions about their passions. If we want to hit the sweet spot, we have to keep it real as well as draw on industry expertise — this is how we can be more influential. ?

In our line of work, everyone is searching for ways to feel better, and to do this they have to listen, but are they? To cut through the noise, there’s a need for simplicity and reassurance — a back-to-basics approach as ‘hero’ products and services come to the forefront. For example, as we look at global trends, leading the way is longevity seen in embracing a preventative lifestyle coupled with a focus on health (Have you seen Live to 100: Secrets of the Blue Zones?).? Another trend that’s been around for a bit — a strong focus on nurturing physical and mental health for the long term and being kinder to oneself.? That’s why we want to be kinder to you. You’re owed that.? People are pining to feel happier and healthier. They're looking to define "the good life" and there's no time like NOW to find the answers. People are conscious about the push to buy more and more things (you'd have to be dead not to feel it) and this push is not creating more happiness. People want to change their life, and they don’t see enough brands helping them - only advertising to them.

In today's saturated market of health products and information, it's imperative to cut through the noise, providing you with clear guidance for your well-being.? This is the kind of value we want to give. This is the value we want you to feel whether you’re on our profile page or calling us - or even through an Instant Message (can you feel me?)

We don’t want to be those two annoying ladies who tried to get you into a deal. How we build trust is person to person, face to face - sometimes up close, sometimes virtually. We have information people need and our job is to share it as we educate and follow-up and to do it with love.

Lately, it feels like our focus on community and real connection has been sent off course. In a world where? ritual phone calls with friends — remember, when we used to talk about things in a meaningful way —? has eroded to texting to ‘keep up to date’ but where’s the depth? It feels short. Detached. Staccato. ?How do we go from social chatter to being heard? How do we become remarkable? What will make people stop scrolling and pay attention?

We all have a choice. In fact, it’s never been easier. You have the tools to block the noise. To unsubscribe. To tune out. Or, tune way in. Which means it must add value to your life. No value, no nothing. Keep scrolling.?

The beautiful news is we are entering an even more amazing era of complex automation that will continue to revolutionize the world.? Groundbreaking changes in health, energy, banking, education, therapy, art, business, commerce, robotics, safety, life enhancements, creativity, the military, medicine, schools and much, much more. Reclaiming humanity in an increasingly digitized world sounds like something to continue to tune into. Turn it up - no eyeball scan required.?