Is it their attention span or is it your failed strategy?

Brands today give little credit to their customers. Failed branding and marketing efforts are often disguised under the ruse of 'fickle customer loyalty' and 'minuscule attention spans'.

But the truth of it is the same customers that are scrolling right past your ad are binging 8 episodes of that Netflix show they love, speaking to their friends for hours, playing the same song on loop. Clearly, the problem isn't the attention span.

The problem is your ability to grab and retain that attention.

When a friend is constantly talking about themselves, their problems, and their life, we call them self-centred and eventually start avoiding them. That's what customers do to brands who only talk about themselves. "Our razor is made of bamboo, it has an ergonomic grip, it is smooth on the skin, blah blah blah..." . Stop talking already.

What do you do then? What do you talk about if not your products?

Talk about the situations in which your customer will be using your product. Create a story around that making your customer the hero and your product the guide that helps them in their quest.

"The guilt of creating waste and the endless cuts because of slippery handles that come with plastic razors are just not worth it". Anyone who's felt this guilt & pain will stop to see what follows. Is there a solution? A better way? And then you step in with your product–the ray of hope in that dismal solution.

This brings us to say, customers' attention spans aren't ridiculously short, your storytelling has just taken a back seat.