What's in it for me?Connecting in 3 to 5 seconds
OK. Admit it. We are an instant gratification society today. Don’t forget this fact when branding your graphics and trade show messaging to our viral world. You only have 3 to 5 seconds to catch the attention of your audience.
The most effective messaging quickly conveys “what’s in it for me?” According to a study published by Exhibitor Magazine, some of the most popular words people identify with are: new, you, health, safety, save, love, guarantee, results, proven, and easy. The biggest benefit your product or service can provide should be your headline. Create a headline that will grab your audience attention by highlighting your number one benefit.
Sure, there are many benefits to the product or service your organization provides. I humbly suggest you take to heart the advice of Jim Collins who wrote Good to Great. The most successful organizations key on one main feature that differentiates them from their competition. In this way, you can get your audience quickly focused on why they need your product or service. Once you have grabbed their attention you can focus on additional benefits. Try getting your customer to imagine how your product or service will improve their lives.
As humans, we are curious by nature. Remember, you have 3 to 5 seconds to engage that curiosity. Once engaged, you have a captive audience. Now go make headlines!