Attention deficit

ADHD - Attention Deficit Hyperactivity Disorder can cause distraction, hyperactivity, mental agitation, and impulsiveness. Other symptoms are forgetfulness, disorganization, chronic procrastination, difficulties in planning and execution.

There is a widespread growth of ADHD and a correlation with access to social media.

Access to social networks (Facebook, Twitter, Instagram, Whatsapp, Youtube, Snapchat etc), is increasing year by year at a galloping rate.

This is due to two factors:

  • Increase in the number of people who have smartphones and
  • Addictive habit.

Although aware, the users seem to be plagued by the torpor of endorphins with each refresh of the small screen.

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In recent surveys, young people recognize the impacts of social networking on other daily activities: 72% say they believe that technology companies manipulate users into spending more time on their devices, 57% agree that use distracts them when they should be doing homework, and 54% say they are distracted when they should be paying attention to the people they are with.

The problem doesn't only affect young people: 33% say that they would like their parents to spend less time on their cell phones.

And where is the biggest problem for us, who need to interact with cold audiences in order to sell our stuff?

The problem lies in the fact that we need the best attention from people to pass on the offer and the value proposition of our solutions.

And when this attention is impaired, because of excessive distractions, we are not able to pass on with the necessary quality, the proposed benefits that we want to offer, whether in oral or written communication.

We have one more aggravating factor: information retention. Because of the excess of visual stimuli and the superficiality of the inputs, concentration is impaired and retention (memory) is minimal.

So let's get down to what to do to become more relevant in communicating in a setting where attention is impaired:

1. specificity

The more specific the offer the better. Include data, dates, numbers, and demonstrate that your proposition is made specifically for your prospect. Platitudes and generalities, on the other hand, will compound the problem of lack of retention of what you want to get across.

2. Relevance

Is the offer relevant in terms of scope and relevance? Imagine that you have a chance to talk to 50 people in your market. What would you say so that at least two or three people would want to have coffee with you to learn more?

Check if your communication hits the nail on the head on an important challenge of your audience and put yourself in their shoes: What is the promise that solves this challenge?

3. Volume

It is the amount of companies approached consistently. We talk here about between 150 and 500 new companies approached every month. I know it's a challenge to be specific, relevant, and still work in volume. 

That's why you need to rely on rational high-productivity processes and not bet on vectors like insistence, personal relationship, and name (brand notoriety).

4. Consistency

Selling is a long-term function. It is more for marathon runners than for sprinters. You will need months of consistent work to see the pointer move. 

The upside of this story is that with the assembly of your assets, they will work for you, leaving only the main tasks in your hands. By consistency I mean: do every day the same routine of actions that lead you to interact with your market.

5. Variety

Here we are about alternating channels (online and offline), products and messages with your markets. Of course, if you catch a good wave, go for it. But you need to not stagnate and always have an eye for product improvements. With strong interaction with the market, this learning (in terms of improvements) happens naturally.

Channels: Phone, Email, Linkedin, Articles, Videos, etc. Mix formats and channels that deliver your value proposition.

Products: Additional benefits, delivery formats, prices and payment methods, etc. Test new modalities and submit to the market for a verdict.

Today, the fight is for people's qualitative attention.

Sources:

https://vivabem.uol.com.br/noticias/redacao/2018/07/19/uso-excessivo-de-midias-digitais-pode-aumentar-deficit-de-atencao-em-jovens.htm

https://oglobo.globo.com/sociedade/saude/aumenta-uso-de-drogas-para-deficit-de-atencao-no-mundo-23067778

https://dda-deficitdeatencao.com.br/tdah-deficit-de-atencao.html

https://g1.globo.com/economia/tecnologia/noticia/2018/09/10/so-uso-facebook-para-falar-com-meus-avos-pesquisa-mostra-o-que-mudou-na-relacao-entre-jovens-e-redes-sociais-nos-eua.ghtml

https://exame.abril.com.br/ciencia/exposicao-de-jovens-a-meios-digitais-aumenta-risco-de-tdah-diz-estudo/

https://brasil.elpais.com/brasil/2017/11/28/ciencia/1511866352_407799.html

Stavros Frangoulidis
Stavros Frangoulidis
CEO of PaP Solutions ⚡ Let's connect on Linkedin too

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