{"id":18514,"date":"2022-03-03T18:23:10","date_gmt":"2022-03-03T18:23:10","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/03\/grabbing-buyers-attention-creating-change-winning-the-talent-wars-2\/"},"modified":"2022-03-03T18:23:10","modified_gmt":"2022-03-03T18:23:10","slug":"grabbing-buyers-attention-creating-change-winning-the-talent-wars-2","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/03\/grabbing-buyers-attention-creating-change-winning-the-talent-wars-2\/","title":{"rendered":"Grabbing Buyers\u2019 Attention, Creating Change & Winning The Talent Wars"},"content":{"rendered":"

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Secrets To Grabbing Customer Attention<\/h4>\n

\u201cShorter is better.\u201d<\/p>\n

\u201cA picture is worth a thousand words.\u201d<\/p>\n

If you\u2019re still creating content based on these golden rules of grabbing customer attention, time for a rethink. Dr. Carmen Simon of Corporate Visions<\/a>, a cognitive neurologist, debunked these myths of media with neuroscientific research into attention \u2014 how to get it, how to keep it.<\/p>\n

Why is attention so important for marketers? \u201cMemory fuels decision making. When you control people\u2019s attention and create a memory, you increase the chances of decisions being made in your favor,\u201d Dr. Simon explained in her keynote: \u201cMade You Look: The Neuroscience of Attention in Virtual Engagements.\u201d<\/p>\n

The presentation focused on lessons from two scientific experiments measuring reactions to the content. In the first experiment, Simon tested two versions of a sales pitch deck: One with pictures on the slides with the most important information, and one without pictures. \u00a0Surprisingly, she discovered memories were more accurate after viewing the content without the image. \u201cThe old theory that we learn more from words and pictures than from words alone didn\u2019t pan out,\u201d she said.<\/p>\n

\tThe second experiment compared complex vs. simple content in a presentation about IT and OT (operational technology), a concept that may not be familiar to many buyers. The results showed that added complexity can help improve memory by making the brain work harder. Simon dubbed this the \u201celaboration advantage\u201d and urged marketers to \u201chave the courage to add extra details, stories and information that takes the brain deeper. But keep in mind that complex doesn\u2019t have to mean complicated.\u201d<\/p>\n

Another way to capture B2B buyers\u2019 attention: Advertising on connected TV. In \u201cFrom Demand Gen to ABM: How to Make TV Ads Work for B2B,\u201d Hooman Javidan-Nejad of MNTN<\/a> explained how programmatic ads served on B2B buyers\u2019 biggest screens \u2014 their home TVs \u2014 can help marketers break through the noise.<\/p>\n

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\u201cMarketers spend 90% of their budget on paid search, which captures demand but doesn\u2019t generate demand,\u201d Javidan-Nejad said. Others run paid social ads for gated content and pass the emails on to sales as a lead, even if there\u2019s no intent to buy. That\u2019s the old playbook. Connected TV is the ultimate channel for B2B demand gen and a way to instantly differentiate yourself from the competition who are still doing things the old way.\u201d<\/p>\n

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Of course, written content can still garner attention. In \u201cHow to Write SEO-Geared Content Without Hurting Quality,\u201d Adi Pick of Atera<\/a> discussed how marketers can create content that ticks all the SEO boxes and makes buyers want to read it.<\/p>\n

Start by understanding why you\u2019re writing the piece of content and whom you\u2019re writing it for, she said. Answering the questions searchers ask is key to quality content that also ticks all the SEO boxes, according to Pick, who offered these \u201cpro tips\u201d to improve SEO:<\/p>\n