Do we have, as Microsoft told us in 2015, an attention span shorter than the mythical brevity of a goldfish?


1) If we do, why do companies and businesses still insist on forcing content into our focus-deprived eye-line?


2) To make this intro catchy enough to keep you here, we have a few more Qs to ensure we’ve provided a frustratingly repetitive list that’s inexplicably-yet-importantly odd numbered:


3) Can you stay with us long enough to find out? 


4) Do we even need an answer?


5) Can you stay with us long enough to f… wait. Have we been here before?


6) What [insert name of a repressed celebrity here] looks like now is incredible.


7) Do goldfish even have a short attention span??


Attention is a funny old thing. Is attention given or kept; caught or grabbed? Or is it, as you - our discerning reader - sure to understand, all of this and more? Because isn’t the refreshing irony of attention that it stretches beyond what pithy posts or sturdy surveys can tell us?


The attention of your audience needs to be earned. So give that your attention. FIRST AND FOREMOST. Your readers will soon see through the eye-catching and the shouty, but whilst it’s important to provide these things -  because yes - attention might have to be grabbed, you will also need something engaging for it to be kept.


Think of your audience asking themselves if they will attend your ideas… or will they shun them. A good place to start is the emotive or the curious, but certainly the personal. Think: What keeps you tied in to reading an article? Your customers - as they’re interesting in your business - will quite possibly be engaged in similar ways you are, so play up to that. But...


Don’t rest on your laurels - you might not quite have the charm you think you do - so what can you do to seal the deal?


Have you said something unique? Even if you’re writing about something written about time and time again (has anyone seen this goldfish…), make sure you’ve got something special and individual to say about it. This adds value to your posts and that makes it worth engaging with.


Help them too - attend to that concern - don’t worry too much about giving a unique idea, the likelihood of it being you writing about something makes it pretty special. 


A closing summary would be useful too. Think about using one for your conclusion.


  • Think about what you engage in;

  • Make your post personal - what do you like about how you engage with things - how can you highlight that in your own post?

  • Attend to your audience - help them.

  • And maybe summarise at the end.


But don’t ever utilise the appearance of erstwhile celebrities as alternative to any of this. Unless it’s… NO! Never. Don’t even joke.