So I Got Mad and Threw it Away!
I was flipping through my magazine pile to quickly decided which ones I absolutely needed to save when I spotted a magazine that had a very intriguing headline right on the cover. The topic fit perfectly with a�project we are currently working on, and I thought it would be a good idea to give a copy of the article to the�client.
I quickly thumbed through the magazine, looking for the article. It was the cover story, so it should have been fairly easy to find, right? But I got to the end of the journal and didn’t find it. Never being one to ask for directions, I humbly turned to the table of contents, but still couldn’t find anything that matched the headline on the cover of the magazine. I paged through the magazine one more time, with a keen eye for the exact wording that I saw on the cover. But nope, couldn’t find it.
So I got mad and threw the magazine away.
Yeah, I know, you’re probably thinking “what an immature reaction” but the point is, it’s not an uncommon reaction, and there’s actually a lesson to be learned here.
Your clients and prospects have very short attention spans. They want what they want and they want it now. If you make them a promise (like offering a particular article on the cover of your magazine) you need to deliver on that promise quickly, or you risk losing their attention.
We’re living in a world of immediate gratification - no, this isn’t a social commentary; it’s just a statement of fact.� Everybody is so busy (busy, yes… productive, well, that’s another story) they’re just not going to spend more than a few seconds trying to find what they’re looking for.
Alright, you’re probably saying to yourself “I’m not a magazine publisher” but this concept actually applies to every “promise” you make to your clients and prospects. Where are you making these promises? I’m glad you asked.
