by Kelly Hobkirk
Any foods and drinks you consume have what is called a half-life, or the amount of time it takes the body to metabolize and purge half of the substance. Imagine if your attention span had a half-life, the amount of time it takes for your mind to accept and process what it is taking in. The truth of your brand and your advertising directly effect attention half-life, or the time it takes for your prospects to trust or reject your story.
Accepting your concept is a stretch for some and a natural for others. To tip the scale towards acceptance winning the moment, all you have to do is tell the truth in a compelling way. Which is easy for some people and their companies, and truly difficult for others.
If we can agree that everyone wants to tell the truth, we can also probably agree that many people are convinced that the truth is so boring that they won’t capture anyone’s attention. It’s why we have superheroes, Barbie, talking teddy bears and old men endearingly squeezing toilet paper.
Maybe we can agree that for every product there is a compelling, truthful story waiting to be told, but it’s buried under so many years of fictional advertising tales and waxed brand characteristics that even the powers that be have forgotten the plot.
The more you tell half-truths, the shorter the amount of time it takes for people to reject your marketing stories and move on to something they can believe in. On the other hand, people have a sixth sense about truthful tales. They accept and connect with you when you gain their attention by telling your truth.