How to Avoid Losing Your Audience’s Attention
When it comes to connecting with your audience, clarity is key. In the 'Attract' phase of the Seven Levels of Engagement framework, we’re diving into Unsystematic Engagement—the stage where your messaging may confuse or overwhelm your audience, making it hard for them to take the next step with your brand.
If you missed Level 1, you can catch up here.
What is Unsystematic Engagement?
Unsystematic engagement happens when your audience feels lost or confused by your brand’s messaging, and as a result, they don’t feel motivated to engage further.
Marketing example: Picture this: You’re in a grocery store, trying to decide on a brand of vitamins. The bottle in your hand is covered with jargon that doesn’t make sense, so you put it back and walk away.
At this stage, the goal is simple—capture attention, spark interest, and craft messaging that truly resonates with your audience.
In today’s world, where we’re constantly bombarded with messages, attention is a precious commodity. Whether it's social media notifications, ads, or the ringing of your phone—distractions are everywhere. To stand out, your messaging must be crystal clear and genuinely appeal to your audience. If they’re tuning you out, the opportunity to grow your brand fades quickly.
Consumers engage with companies and brands at multiple points on their journey and we can see that companies are forced to reassess their approach while simultaneously nurturing or building authentic engagement.
To conquer the maze of unsystematic engagement, your strategy should revolve around presenting resources on your site in a comprehensive manner. Think of it as creating a roadmap that guides visitors through the complexities, ensuring they find what they need swiftly and effortlessly. This approach is especially vital for businesses with an extended buyer's journey, where educating customers is a key component.
By providing comprehensive, foundational resources, you pave the way for visitors to seamlessly progress through the digital terrain. It's not just about speed; it's about creating a user experience that empowers and informs, propelling them forward in their journey with clarity and purpose.
As we ascend to Level 2, a careful examination of your business messaging is in order. Clarity takes center stage.
Is your language universally understandable?
Is it memorable?
Does it authentically represent your brand?
While the specifics hinge on your company's identity, tone, and unique attributes, one truth remains universal—every word you choose matters. Steering clear of jargon and 'insider language' is crucial; they're immediate turn-offs. If potential customers can't swiftly grasp who you are and what you offer, their receptivity wanes.
Questions to ask yourself:Am I using the right language for the audience I am speaking to?Is my messaging clear, concise and accessible?Am I defining any words I am using that are jargon?How does my language reflect my brand so that it is easy to understand?
Activities for this level:Work on updating your language to be engaging and clear, so as to decrease the bounce rate on your website.Utilize good community management practices to actively start conversions with your audience, therefore raising brand awareness and increasing brand affinity with existing customers.Utilize PR to spread the word, and make sure your messaging is accessible and honed to communicate your exact intentions to an 8 year-old and an 80 year-old.Keep in mind, your messaging isn't a broadcast to the entire world; it's a precise connection to your specific customers, delivering content that resonates with their needs and desires.
In Level 2, the goal is simplification—leaving no room for confusion about your identity or offerings. Our aim is to encourage the audience to pause, reflect, and establish a personal connection with your brand, laying the groundwork for Level 3 and the final phase of the Attract journey: "Frustrated Engagement."
The Seventh Level Framework is the leading framework for analyzing and elevating audience engagement. It provides you with the language you need to define and understand engagement, as well as a springboard for elevating connections up the ladder of distinct engagement levels.
Thank you for reading. I have been a passionate advocate of this framework for years and have seen the magic happen when you apply intent to your marketing strategy.