You can interrupt the 8 second Digital Attention Span filtering process by addressing two issues on almost every prospects mind.
In this episode Jack talks about issue #2.
Are You Qualified To Solve My Problem?
You can interrupt the 8 second Digital Attention Span filtering process by addressing two issues on almost every prospects mind.
In this episode Jack talks about issue #1.
Do You Understand My Problem?
Raw Transcript using TEMI.com
There is the official intro music for episode three of the digital attention span podcast. I am your host, Jack Mize, and today we are going to be talking about how to get past the eight second filter, part one. Now the last episode. We talked about what it means to be an entrepreneur and how important it is for your prospects to see you as an educator and an advocate for their success, and today we're going to talk about how we can start applying this to get past that eight second digital attention span because it really doesn't matter how good or great your content, product or services, if your prospects never give themselves a chance to experience it and keep in mind that our benchmark for success with getting past that eight second filter is really just to get our prospects to stop scanning, swiping or scrolling.
Because once we've done that, we've interrupted that filtering process and they've opened up their minds to what we have to say and the most effective way to do that is by addressing two of the biggest issues that your prospects have on their minds. One, does this person understand my problem, and two, is this person qualified to solve my problem and to be clear, we're not even talking about the content or actually solving problems yet we're talking about just what they're seeing in their visual field as they're scanning, scrolling, swiping. So we're going to apply what we talked about today to things like headlines, titles, images, just those few things that they are scanning during that filtering process. So in this episode we're going to be focusing on issue number one, does this person understand my problem? So we can't really, we don't even need to solve someone's problem within eight seconds.
We just need to address their problem to let them know that we understand. One of the easiest ways to do that is to take the list of the fears, myths, misconceptions, and unknown pitfalls that your prospects are facing from episode two that we talked about. And then we need to come up with very specific questions that your prospect asks, uh, based on those pain points. And most important thing here is to not be too general. Don't come up with generic questions. You want to really focus on those specific problems that they're facing. So let's say you have an online social media course for business owners. Well, you know, the overall issue or the big question they may have is a, how do I get more customers? Well, that's a bad question to use for what we're talking about. A far better question would be something more specific.
Like how often should I post on my facebook business page? If you're a singing coach, a bad question would be, you know, how can I sing better? A good question would be, how can I expand my. If you're a computer security specialists, a bad question will be, how can I protect myself online? But a good question would be, how can I come up with a strong secure password that I can remember? If you're a mortgage broker, a bad question would be, how do I get a home loan? But, uh, you know, better questions would be things like how much down payment do I need? What credit score do I need? How much of a loan can I qualify for? So these are very specific questions and what you want to do is you want to think about your, your most common prospects and not really come up with the biggest overall, the big questions you want to come up with if you are doing a consultation with them and those little questions that they have that they keep asking, um, that you know, helps them make that decision.
And while these questions obviously don't encompass your complete solution, they are the questions that are on the top of your prospect's mind during that eight second filtering process. Remember to get past that eight second filtering process. You don't even need to answer the question, you just need to address the question to let them know that you understand their problem. Because think about it regardless when you're looking to purchase something or where you're looking for a solution, uh, before you go digging to what someone has to say, you really want to make sure that they understand your problem in the first place before you start spending a lot of time figuring out if they can even help you. So what we want to do is make it extremely easy for them to get the sense that this person understands my problem. Let me see what they have to say.
In an upcoming episode we're going to go through examples of how others, uh, are successfully converting these questions into attention grabbing headlines and how you can apply that to your business as well. But for now it would be an extremely valuable exercise for you to compile a list of the most common questions that your prospect has around those biggest fears, myths and misconceptions, and definitely check out the show post on a digital attention span.com because I'm gonna give you access to some really cool resources that's going to help you put all this together. Now, the next episode, we're going to be going over the next issue that your prospects have in their mind as they are going through this, uh, a second filtering process. And that is, is this person qualified to solve my problem? So until next time, if you have any questions, comments, please, we'd love to hear from you. Uh, let us know. Uh, keep digging in, keep listening because we're going to be going further and deeper into this, uh, digital attention span economy in the mind of the digital attention span consumer. Until then, remember, you are the only real game changer.
Jack talks about why knowledge is one of the most powerful lead magnets any business owner can leverage in the Digital Attention Span Economy.
Raw Transcript using TEMI.com
Alright, that is the official intro music to episode two of the digital attention span podcast, the show where we dive right in. If you want to find out more about this show and about digital attention span, a economy and digital attention span marketing hop over to digital attention span.com and check out everything we have here. But for now we're going to dive right in to a why we feel that every business owner should be a, um, consider themselves a knowledgepreneur. Uh, so last episode we talked about the digital attention span and a really the difference between a digital attention span is short attention span. We talked about how they're not synonymous and the big differences between the short attention span consumer and the digital attention span consumer is that the, um, digital attention span is really made up of two components. Yes, there's a short attention span when it comes to the filter.
And that's really a more selective filter we talked about that consumers have a very selective filter about an eight second filter, uh, that they decide what they're going to continue to consume or to let into their, their brain or take up renting their head. Right? So, but once you get past that eight second filter, we see that, uh, the short attention span is really kind of a myth because as evidenced by all the binge watching Netflix that once people commit and once they find something that resonates with them, there are more than willing to spend a lot of time consuming and engaging with, uh, with that, after they've already made the decision that this is something that they want and what they want to spend their time with. So that's what we are really focusing on with the digital attention span. And when it comes to capturing the attention of the digital attention span consumer, uh, your knowledge is one of the most powerful lead generation tools that you possess.
So when we say knowledgepreneur really wanted to define that because the obvious knowledgepreneur is a category of folks that I'm directly sell their knowledge as their product, as their surface, uh, uh, speakers, authors, but people will put on seminars, coaches, consultants, that's the, uh, what we would traditionally think of as a knowledgepreneur because that is their product, that is what they are selling is their knowledge. But the reason we feel that every business owner should be a knowledgepreneur is because your willingness and ability to share your knowledge can be what separates you from competition. It can be what makes your prospects choose you over there. Other choices, especially if you're in those two types of fields when you're talking about attorneys, CPAS, a health and fitness, your ability to communicate, your understanding of the issues that your prospects have plays a big part in why they choose to do business with you.
Now the things that we talk about a digital attention span.com apply to both categories, but the, the, the kknowledgepreneurs that are selling their knowledge directly, but also the professionals and business owners who have a big opportunity to use their knowledge to grow their business, even though they may not be selling it directly. So when people make decisions about who they want to work with, uh, one of the most powerful things that you can do, the one of the most powerful positioning you can have is to be seen as an educator and an advocate for the success of your customers. Now, you may think that the most important thing for you to be seen as to your customers is the expert. But here's where most people make the mistake, is when they think that they need to be seen as the expert. What they do is they spend most of their time and their marketing efforts on trying to convince people they're the expert.
But when you instead spend your time and energy on demonstrating that you're an educator and advocate for the success of your customers and your prospects, you're making it easy for others to call you the expert, and when you understand that and when you embrace becoming the educator and advocate, you don't have to waste any time trying to convince people that you are the expert because you will be doing the things that make it easy for others to call you the expert. And when I talk about sharing that knowledge, I'm not talking about you needing to put together a package or a product or a program, uh, to show people how to do it themselves. What I'm talking about is putting together content around your knowledge that addresses your prospects and your customers. Biggest fears, myths, misconceptions, and uh, unknown pitfalls that they might face when a trying to accomplish the outcome that your business helps them with or achieve a or the solution that you provide.
And you can see how that applies regardless of whether you're doing seminars. You are a coach, consultant. If you're selling insurance, if you're a mortgage broker, if you're a real estate agent, if you're a CPA and attorney, if you have the ability to communicate that you understand their most common fears and myths and misconceptions, then you have the ability to quickly capture their attention during that eight second filter. So if you're a real estate agent and you work with first time home buyers, then you have a pretty good idea about what their biggest fears, myths, and misconceptions are around buying their first house. Uh, if you are a fitness expert and you help a men over 50, then you have a pretty good idea of what their biggest myths, misconceptions, fears, unknown pitfalls are. And once you can pull from that knowledge and demonstrate that you understand that within that eight second filter and you have a tremendous advantage over your competitors because it's something that they just aren't doing.
And that's why we feel that, uh, every business owner should consider themselves a knowledgepreneur. Whether you're a speaker, whether you do seminars, whether you're a coach, a consultant, attorney, CPA, a real estate agent. It doesn't matter if you will just set aside a little time and purposefully a make a list and catalog the biggest fears, myths, misconceptions that your prospects have, and make sure that you create a category for the different types of prospects that you are dealing with. A because if they have different fears or myths or misconception, you want to make sure that you create a category for each of them because they're going to be looking for different things through that eight second filter. And once you do that, then you've opened up the gate to a huge amount of content and the ability to draw in your most profitable customers.
By using your knowledge. And I want to stress. You don't have to consider yourself or believe that you are the expert in what you do. But if you consider yourself and you believe that you are a true educator and advocate for the success of your customers, that I'd encourage you to pop over to digital attention span. Dot Com. Become a subscriber and you're going to get a whole lot of cool stuff that is going to help you to create profit and grow your business in this digital attention span economy, regardless of your field and make sure and check out the next episode because we're going to be going deeper into how to get past that eight second filter using the information we talked about today, plus a couple of more strategies that you can implement that will make it easy for your prospects to want to know more about you. Until next time on the digital attention span podcast, I'm Jack Mize and remember you are the only true game changer.
Jack talks about how the internet, social media and mobile technology has impacted our attention spans and how Netflix, Amazon and iTunes changed the way consumers make decisions.
You'll learn why Digital Attention Span isn't the same as a Short Attention Span and how getting past the 8 Second Digital Attention Span Filter can lead to hours long binge consumption of concise valuable content.
Raw Transcript using TEMI.com
All right, there is the official introduction music to the digital attention span podcasts, because anything longer would be kind of ironic and defeat the purpose, right? So I am your host Jack Mize, and on behalf of myself and my partner, good buddy Brian Horn. I'd like to welcome you to the digital attention span podcast show that's dedicated to helping entrepreneurs, business owners, professionals like yourself to grow your business in the digital attention span economy. So I guess the best way to kick this off probably is let's define digital attention span at least as we apply it to a small businesses entrepreneurship and creating content to attract new prospects and customers. So there was a study a few years ago done by Microsoft where they discovered that our attention span apparently has whittled down to about eight seconds, uh, and that's down from about 12 seconds from the year 2000 and they theorized that it was a result of our brain's ability to adapt and change.
Uh, and it was really a side effect of the evolution of the mobile Internet that was. Report has some really good information, but a lot of marketers to the began to panic and they started just creating short content that they think, you know, that's what this means. We just need to create short content. People don't have the ability to pay attention. And he saw onslaught of a really short videos and a digital billboards that would change their ads every six seconds. And infographics, replacing articles, short content for short attention spans. That makes sense, right? It's more complicated than that. And it can be extremely profitable for those that understand the bigger picture. So according to a binge watching study by Netflix, uh, they found out that subscribers who finished the first season of a show did so within about a week's time span. So these viewers are spending a significant amount of time, about two hours a day watching these shows.
Have you start paying attention out there on the, uh, on the Internet and in social media, uh, not just at the content, but look at what people are doing and how they are interacting with their customers and their prospects. Uh, if you think about it, ted talks, they are timed to precisely 18 minutes valley, 10 minutes really isn't a long time for a deep content talk, but they are highly addictive and most people end up watching more than one at a time. Amazon has a bestseller list that's dedicated to books that take less than 15 minutes to read. They actually have their kindle short list, or are you the 15 minutes, 30 minute books, 60 minute books, books that take less than 90 minutes to read and they're extremely popular. However, print book sales are up over 10 percent since 2013. So how is it that we can only hold our attention for eight seconds, but we can still watch 12 hours of the walking dead in just a few days.
So if you think about it this way, and this is really the key to the digital attention span. And uh, it's why digital attention span is not synonymous with short attention span. Uh, and this is why what's happened is people have become highly selective to the content that they are going to devote their attention to. So while this might mean that they pay little attention, maybe only eight seconds to the content that they ended up filtering out, it also means that they engage and consume a significantly longer the content that they let in. So the rather than thinking about this as we've developed as consumers and eight second attention span, it's better and it's what a lot of really profitable and really smart companies have done is they recognize this as an eight second filter because you know consumers and you don't even have to guess because you and I were consumers.
Think about it. You're bombarded daily with emails, social media, text messages, youtube videos. Even the president of the United States has preferred communication platform is twitter. So some very dramatic and not so casual changes have occurred over the last five to 10 years on how we as consumers make decisions. So I want you to take just a second and go back in your mind. Take 10 years back, right? Just 10 years. And if you look back 10 years ago and say eight to 10 years ago, think about when you wanted to rent a video. What did you do? Chances are you went to a blockbuster and you didn't just run in and pick a movie. You would spend sometimes hours sifting through that store, making a decision. You would walk up and down the aisles looking at the movies, looking at the different categories, trying to make that decision on what you wanted to watch that night, and then you would actually spend the time to bring it back within three days or pay a fine.
That seems almost absurd today, even though it was really, it was less than 10 years ago that we did this record stores. I remember the days when I would spend hours in a record store. I'm just enjoying the experience of being around the music, listening to what they were playing in the store. Uh, you know, very rarely did you actually get to, to get samples of the music that you were looking at, but you would go through and you would look at the albums, you know, their, their cds. You had read the liner notes, you would look at the pictures, you would discover a new artist. It was a completely different experience than what we have now. Record stores have pretty much become extinct and even more recently, the bookstore, probably within the last five to eight years, you've actually spent an hour or more in a barnes and noble, a reading books sitting in the chair, drinking the coffee.
I'm looking through books, actually reading a good chunk of some of them, uh, to make a decision on whether or not you wanted to buy that or not. So you can see what those examples. This isn't something that happened gradually over 50 years. These are all things that have happened within the last five to 10 years and it's changed. It had a huge impact on the way that consumers make their decisions and a reality. Netflix, Amazon, spotify, itunes, they're not only quite possibly responsible for this digital attention span, but they know very well how to appeal to it. They know how to market to the digital attention span and they know exactly how the decision process has changed. The Internet is overloaded. US with choices. What we used to devote hours to filtering has been reduced to a minutes, even seconds, and what that means to you as a business owner, as an entrepreneur is that the way that you attract customers has changed as well.
So regardless of your business, regardless of the product or service that you are selling, the first step in doing that and getting more customers and attracting more prospects is getting past that eight second filter. And once you do that, you can focus on creating a binge worthy experience that keeps your customers coming back and even recommending you to their friends, to their family, and even strangers. And that's what digital attention span dotcom is dedicated to. It's what this podcast is dedicated to. So if you like what you've heard so far, go ahead and subscribe to jump over to digital attention span. That's where you get access to tools, templates, and trainings, uh, that can help you navigate your way through this digital attention span economy. So stay tuned because we're going to be evolving a lot of really cool ideas that can help your business tremendously. So until the next episode, remember, you are the only real game changer.
Please log in again. The login page will open in a new tab. After logging in you can close it and return to this page.
Enter email below to get updates so you won't miss a single episode of Jack waxing poetic about how to create, publish and sell your knowledge.