“Are you speaking in white noise?” asked The Boss Lady “and if you are, stop and be different”.

And The Boss Lady aka Marion “Maz” Farrelly should know. Her shows on the “small screen” have had an estimated audience of 7 billion. Yes, 7 billion. They include the reality ones that many people are addicted to like Big Brother(around the world) and Farmer Wants a Wife as well as Q and A.

Last night I had the pleasure of listening to Maz speak and what she has to say as a television producer is completely relevant to us as individuals, leaders and business owners.

Our competition for the attention of our audience, whether they be prospective clients, team members, friends or lifelong partners is fierce. Research is divided about whether our attention spans are reducing with Microsoft Corp saying the average has reduced between 2000 and 2015 from 12 seconds to 8.25 seconds. Another study at Princeton University and the University of California-Berkeley has refuted that saying that humans are designed to concentrate in 250 millisecond blocks so we can be hyper-alert. Whichever findings are correct, the reality remains that we have just seconds to make an impression so don’t be boring or easily forgettable or just “white noise”. Bland. Zero vitality.

Our competition for the attention of our audience, whether they be prospective clients, team members, friends or lifelong partners is fierce. Research is divided about whether our attention spans are reducing with Microsoft Corp saying the average has reduced between 2000 and 2015 from 12 seconds to 8.25 seconds. Another study at Princeton University and the University of California-Berkeley has refuted that saying that humans are designed to concentrate in 250 millisecond blocks so we can be hyper-alert. Whichever findings are correct, the reality remains that we have just seconds to make an impression so don’t be boring or easily forgettable or just “white noise”. Bland. Zero vitality.

Triple Es

Maz believes 15 seconds is the magic number for attention grabbing. With all the distractions we have, the message we share needs to be delivered using the Triple Es:

  • Entertainment
  • Engagement
  • Emotion

When we’re watching the television, the remote control is the enemy: we want the audience to put it down and settle in for the whole show. If we’ve watched one minute, it’s easier to watch another minute. When we’ve posted a video on our business facebook page or website, every second counts and it’s up to us to be interesting enough that they will carry on watching.

Stickyness

What can you share that is different and unique to you or your business? What’s the story that will make me cry or want to connect… and share that connection with you.

A few months ago I met Greg Gaffney. I had a need but will admit that I didn’t immediately jump to use his services. There wasn’t a particular reason, but lots of white noise meant I didn’t act. Then he mentioned about his involvement with a motorcycle club. I hadn’t “pigeon holed” him as being a motorcyclist but felt the need to share that my whole childhood revolved around motorcycle sport and a business that my grandfather and father owned. I even shared this photo of a 1920’s delivery vehicle with him.

More recently Greg has shared that he is a pilot and, until not long ago, owned his own plane. Now, given that his genius lies in working through complex technical issues methodically, I reckon being a pilot and owning a plane is really useful background information that is “sticky” as Maz would say… even more so than his interest in motorcycles. I even suggested that he share that in video as part of an up-coming website update!

Impact

Maz made an impact with me the moment we met and somehow we knew a hug was “the go”. Now I know this may not always be appropriate, and it certainly suited our personalities. We enjoyed an exchange of books we had both published.

If you’re more of an introvert, which is how Greg may describe himself, finding that different and unique aspect of yourself or your business will I believe make the introductions easier. It will certainly make it more memorable. It will give it an instant vitality boost.

What makes you sticky?

Hopefully, these words have piqued your interest enough that you’ve read to the end. I’d love to know what makes you and/or your business sticky? If I may be able to help you in any way, I’d be delighted to do so. Please reach out by contacting me here.