We need to talk about a brutal truth most brands quietly avoid:
Your customers aren’t reading.
Not your homepage copy. Not your Instagram captions. Not your 800-word email about “synergizing brand authenticity.”
Not because they’re lazy. But because they’re drowning in noise.
Welcome to the content economy—where attention is currency, and you’re one of a thousand trying to collect.
Why Reading Is a Luxury, Not a Default
The average person is hit with 6,000+ marketing messages per day. Scrolling fast. Skimming faster. Your carefully crafted paragraph? It’s just another block of text unless it earns its place.
This isn’t about literacy. It’s about attention economics.
Your customers don’t owe you their time. You have to earn it—and fast.
If you’re still writing like it’s 2010—long intros, soft leads, and five-paragraph explanations—you’re bleeding conversions and wondering why engagement’s tanking.
So… What’s Actually Going On?
- People scan. They don’t read every word—they hunt for value.
- They’re task-oriented. Most visitors want to solve something, not explore your brand manifesto.
- They’re skeptical. If it feels bloated or self-important, they bounce.
- They’re on mobile. Which means attention spans shrink even more.
In short: your customer isn’t reading your copy. They’re looking for a reason not to.
What to Do Instead (If You Want to Win)
1. Get to the Point. Fast.
Your first sentence is the headline. Your second sentence is the pitch. If they’re not hooked by the third line, they’re gone.
This is conversion copywriting 101: clarity trumps clever. If they don’t instantly understand:
- • What this is
- • Why it matters
- • What to do next
…they’re not sticking around.
2. Write for Skimmers, Then Reward Readers
Design your content like it’s built for chaos. That means:
- • Headlines that carry the message
- • Bold callouts or bullets that communicate value
- • Short paragraphs, sharp subheads, and intentional whitespace
Think of your content like a battlefield. Most will skim the surface, but decision-makers dig deeper when given a reason.
Don’t hide the value in paragraph 7. Front-load the win.
3. Kill the Bloat
That epic intro about your founder’s journey? Cool for an “About” page. Deadweight everywhere else.
Every word should fight to stay on the page. If it doesn’t sell, support, or clarify—cut it.
Lean content = better customer engagement and higher conversion.
4. Make Every Click Count
If someone’s made it to your site, email, or landing page—they’ve already made a micro-commitment. Reward that by making their next move stupid simple.
CTA buttons. Visual cues. Offer stacks. Trust elements. Don’t make them think—make them act.
Your Content Is a Weapon. Don’t Waste It.
People will engage with content—if it respects their time, delivers value fast, and leads with clarity.
Don’t force them to read like it’s homework. Structure your message like a mission briefing—clear, direct, action-ready.
That’s how you get seen. That’s how you get results.
