Captivating Listeners in Just Six Words.

According to legend, it started as a ten-dollar bet between a group of writers. One of those was Ernest Hemmingway. The challenge was to write the world’s shortest complete story. Hemmingway penned his in six words.

“For Sale: Baby Shoes Never Worn.”

It was published in a 1954 issue of The Sun in New York. Ernest got his ten bucks.

Academics and critics agree. It’s ingenious.

It has a strong opening, compelling characters, an absorbing story, and is told in a unique style.

I bring all this up due to results from a recent survey by Nielsen. The research was in response to advertisers’ concerns that the average consumer’s attention span is getting shorter. Thanks to social media, it appears that it has. Until 15 years ago, you and I had 5 seconds to grab the attention of our target.

Now, it’s 2.5 seconds.

However, the Nielsen study did conclude that with engaging content, even two seconds of attention can increase recall, raise brand awareness, and inspire purchase intent.

Two seconds equates to six words in an average paced script.

Fortunately, you and I have 15 to 30 (and a very rare 60) seconds to tell our story.

How can we create a six or seven word opening that would engage the target?

Use novelty as often as possible.

Novel means unknown (or little known), and what’s unknown demands the attention of our brain. Once the new thing is known and understood, then we look to find another unknown to master.

Cows have four stomachs. You have one. That’s the one Bama Burgers is here to fill.

Different beats same, every time.

Our brain pays close attention to patterns and quickly learns to ignore anything that’s routine, repetitive, predictable, or just plain boring.

Instead of –Serra Kia has no payments for 90 days!

Try – (Open with sfx of judges gavel)

          (Judge) You, sir, have 90 days!

          (Man) Woooo-hoooo. Three whole months! My wife is gonna love this!

         (ANNCR) Of course his wife is going to love this. No payment for 90 days on all new 2023 Kias at Serra Kia. That’s extra money in the bank. Plus, it comes with a 10 year or 100,000 mile limited drivetrain warranty…..

Inspire emotion.

Stir emotions in people, and you’ve got their attention.

Shock is one of oldest tricks in the advertiser’s playbook. When you get people to feel something (anything), they not only pay attention to your message, but also remember it.

Mosquitos and ticks suck –literally. Fly Foe knows that. You should too. Fly Foe is the exterminator that’s bee friendly. Yet, highly effective in ridding your yard of harmful disease-carrying vermin that breathe out of their butt.

Ticks do that, you know –breathe out of their butt.

Have Fly Foe treat your yard for just $39 when you use code PLAY. Begin now at Fly Foe dot com.

Fly Foe: because mosquitoes’ suck. Ticks breathe out of their butt. And bees don’t.

 

Ernest Hemmingway achieved legendary status for telling a complete story in just six words. Imagine, if he had the resources that you and I do. Combine that perfect writing with just the right sound effects and the perfect talent, and we’ve beat the odds.

 

Sincerely

Mike –The Reel Architect.