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The Cost of Attention

Quick story: A few years ago, I used to write a print newsletter every month, on the back page, there was a trivia question where you had to go to my website to find the answer.

I loved to track the number of people who visit the site every month to see how I was doing with piquing the curiosity of my readers.

One time, I caught myself skimming the final draft while proofreading it. I wasn’t even reading the whole thing. Why? It was too hard to read.

The research for the newsletter was interesting, the layout was beautiful, the font was modern, images were perfect, but it was hard to read! It made reading my newsletters a lot of work. People would pick it up, cross their eyes, and put it down.

Because of the challenge I put between them and my message, I lost their attention.

Think about your customers. Assuming they want to buy what you have to offer, are you inadvertently putting unnecessary hurdles in front of them?

After I caught myself skimming my own newsletter, I tightened everything up, and eventually it was a breeze to read... Same content, just easier to consume.

You know how this story ends... the very next newsletter, the number of people visiting my website for the answer to the trivia question DOUBLED.

Go pick some low-hanging fruit for yourself.

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