Let’s start this post with an admission… I don’t have informational graphics on every page of my site (some, but not a lot.) But.. stay tuned cause I have ten cartoons coming from my friend Steve and his The Cartoon Agency that will support my new book’s discussion of the top ten pitch-killing mistakes that even super smart advertising agencies (that’s you amigos) make when they pitch.
8 Seconds, Only
One of the most important discussions I have with my advertising agency clients is about gauging the marketing power of their websites. I start the talk by telling them that I know that critiquing their website is like discussing their kid’s soccer moves. That said, the agencies are paying me to be honest, so I am.
I begin the review process by telling them that their visitors only give them 7 seconds of examination before they stay to learn more or move on. Agencies… you better hook ’em in 7 seconds. I just found out that I am wrong. According to the smart Neil Patel its 8 seconds (more on him later):
“How long do you think your attention span is? Maybe a minute or even two, right? Sadly, your attention span is 8 seconds. That’s one second shorter than that of a goldfish.”
What does that mean for your advertising agency websites? It means that you better pay lots of attention to attention deficit clients that may be looking at ten, twenty or more agency websites before they land on a few to contact. 8 seconds. Keep this in mind and make getting to a point an objective when you build or rebuild your websites. If you want to see how some agencies get this job done, or not, take a look at my set of San Francisco agencies and how they handle their 8 seconds.
Here is how Neil helps us visualize visualization by using his “This Is Your Brain On Visualization” infographic. There is a lot of information here for you and your clients.
Back To Niel Patel
I dig Neil because he provides great insights and is a serial self-promoter worth watching. His stuff works works. His Quicksprout website has a page rank of 5 and he has 1110,000+ Twitter Followers. From Neil’s bio:
Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 online marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. He was recognized as a top 100 entrepreneur under the age of 30 by President Obama and one of the top 100 entrepreneurs under the age of 35 by the United Nations.
Yeah, this is a bit crazy for a 29 year-old. But, he is surly working it. Check out his outrageously unrelenting promotions. Yes, a bit too many popups and forms for most advertising agency websites, but these is a lot of benchmark sales learning in there.
Last point. He walks his talk. See his visual bio.