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Why the metaphor makes the sale
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Attention matters, argues Faris Yakob, but using it to its full potential is a case of balancing fast and slow media to work across both high and low attention environments.
How fast are you reading this? A meta-analysis of 190 studies suggests the average adult reading speed in English is 238 words per minute for non-fiction (it’s slightly higher for fiction). Whether you are reading this and how rapidly is a function of a number of elements.
The fact that you are reading it at all suggests it is probably relevant to your interests and therefore you probably work in or around advertising. How much attention you focus on it is dependent on the interplay of how much the headline suggests the topic is of particular interest to you, what your pre-existing associations are with the publication and me as the author, and how it is written, displayed and the broader context of consumption.
Business to business advertising reinforces a strange cognitive division made between professional and consumer advertising, where creativity is encouraged for one and discouraged for the other - this is wrong, argues Faris Yakob. Building strong brands to justify prices makes a lot more profit than growing volume.
We play many different roles during the day, and one of the biggest divisions is between work and non-work modes. Despite the modern (and now much-questioned) vogue of bringing ‘one’s whole self to work’, people operate differently in the office. The confusion that this creates when we ‘work from home,’ and the different modes are forced to coexist, is surely obvious to everyone and their families this year.
Everything is PR because, in an age of crises, everything is crisis communication, writes Faris Yakob, but the flip side is that everything communicates.
Happy New Year! To be completely honest, and I always try to be with you, I found it hard to sit down and write an article this week. It has been and remains hard to focus, I’m sure you are experiencing something similar, wherever you are, for myriad reasons. It’s hard to give work the focused attention it deserves and requires, because there is so much going on that seems to require it more urgently. But therein lies the rub, and thus the idea may come. Considering how hard it is to allocate any attention to the things I have to do because the current volume of crises is so high, how much harder is it, I ponder, to get some for the brands we serve?
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