The only thing we have that we can’t make any more of… is time. – Dean Kamen, inventor and entrepreneur
And no, Dean Kamen, the inventor of the Segway, did not fly off a cliff and die as he was riding his cool little machine.
But he’s definitely right about time. It’s the one thing we can’t create.
In 2007, Gary Small, a UCLA professor of psychiatry, conducted a study of people’s brain activity when they used the Internet.
Not surprisingly, he found that our brains are re-wired from surfing the ‘net. And not necessarily in a good way.
Researchers have found that when we go online, we enter an environment that promotes hurried and distracted thinking, and superficial learning.
This is your perfect buyer’s mind. Distracted.
She’s zipping along online, doing a Google search for what she needs and suddenly sees your listing on the search engine’s results page.
She clicks on the link and lands on your website. She’s looking for relevant information.
Answers to her questions.
Something that will show her that you understand her problem and you’ve got the solution.
Instead, she sees photographs without context…
…long paragraphs difficult to scan…
…and nothing that clearly says how you can help her.
Studies show we’re giving less of our attention to online activities.
So what’s the answer?
Well, I say first you need to focus on how to get the attention of your buyer. That’s the big challenge.
Getting people to stop in their tracks as they’re flying around the web, doing the time warp thing.
Headlines are the way to do it.
If you think your headline could stand a little more scrutiny, let me know.
Stop your prospect from blowing by your site.
There are a lot of ways to make your website “sticky” in the mind of your visitor.
And a strong headline is one of the best (and fastest) ways to do it. Time’s a-tickin’…