The average attention span has dropped to 47 seconds (or lower, since this interview is from 2023), down from two and a half minutes in 2004. That means precious little time to convey your message.
Given it probably took around 10 of those 47 seconds to read the above, I’ll be brief:
- Ask people what they want
- Experiment with how you deliver it, using the four pillars of communications (consistency, clarity, transparency, and kindness)
- Measure the impact: do A/B testing, survey people, ask for thoughts
- Keep iterating and gathering feedback
What else would you add for creating comms that people actually want to read?
Katie Todd 