Gen Y Trend: Brevity, Trust, Relevance
Numerous studies demonstrate that attention span of the consumer keeps decreasing.
This is especially true for the young adults and so-called Generation Y, as their opinions and outlook can change quickly. Things that were cool a year ago are no longer “cool”.
Never mind that they do not even use that word anymore. Nor do they use email.
They use social tools like IM, Twitter [gregbd] and SMS but rarely use email. Short and sweet that is how they like it.
How low can it go?
Email marketing experts state it should contain about 300 words (250-400 actually, depending on the topic). Exceed this limit and you’ll just lose the attention of your audience. Twitter limits you to 140 characters.
How do you reach people with brief and short messages?
- Relevance: They want relevance from you. Try to step into their shoes - get to the question they want answered right away. Don’t waste their time for extraneous self-serving graphics and copy - get right to the point.
- Connect: You should be talking with them, not regurgitating your own technical product and service knowledge - that is just noise - you need to give them a real reason to believe you. Do this and you will connect with your audience to build trust and empathy.
- Brevity: Be specific, distill your points down to the bare bones. Offer hyperlinks that take your prospects to a source of information and if they want more information they can go get it.
Follow these tips and you will gain trust of the reader. Trust still is the thread that holds a business together.
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