The 1st 7 Seconds Rule for PowerPoint Presentations

March 3, 2010

As I prepared to speak at last Friday’s Wisconsin Business Owners Network Meeting, I thought about the tons of advice I’d read over the years on how to give a PowerPoint Presentation. I threw away most of those rules and went with the Principles of Relevance Marketing to catch my audience’s attention right away, [...]

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The 1st 7 Seconds Rule for a TV Commercial

February 25, 2010

For attention gaining purposes, television commercials are very similar to radio ads. If you exclude the obvious visual impact, which we’ll discuss soon, capturing a viewer’s attention and a listener’s attention are virtually the same. Perhaps I should have made this a Part 1 and Part 2 for Broadcasting rather than distinguish between radio [...]

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The 1st 7 Seconds Rule for a Radio Ad

February 23, 2010

The nature of radio is that almost all of the listeners will not give you their full attention, even if your ad is brilliant. Few people sit and just listen to the radio – that went by the wayside with the advent of television. People turn the radio on while driving, while doing [...]

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The 1st 7 Seconds Rule for Billboards

February 18, 2010

You may be surprised I’m writing on billboards, particularly with my B-2-B emphasis. True, smaller B-2-B businesses probably shouldn’t use billboards, but there may be a few that can. For the most part, it’s B-2-C businesses that can make use of these huge messages in the sky, but even then you can waste [...]

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The 1st 7 Seconds Rule for Sales Mailers

February 16, 2010

How to cause prospects to open and read your sales mailers using Relevance Marketing.
Like emails, there are two aspects to getting your targeted recipients to read your snail mailings: 1) The outside has to cause them to want to open it, and 2) Your content must grab them within 7 seconds or so to keep [...]

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The 1st 7 Seconds Rule for Websites

February 11, 2010

My introductory 1st 7 Seconds Rules of Relevance Marketing article stated that the idea for this series came from the marketing concept that a typical website viewer spends on average 7 seconds on a webpage. Here are my Relevance Marketing suggestions to increase that time for your site.
The “F” Pattern is the natural [...]

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The 1st 7 Seconds Rule for Emails

February 9, 2010

There are really two 1st 7 seconds for emails, and Relevance Marketing can help with both – getting your recipients to open the email in the first place, and causing them to want to read the message once they open it. Both are equally important, but if they don’t open the email, you could be [...]

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The 1st 7 Seconds Rule for Trade Shows

February 4, 2010

You might say, “How can you talk about the 1st 7 seconds of a trade show? People attend trade shows for hours, if not days.” True. But it is possible, by using the Principles of Relevance Marketing, for your prospects to finish checking in for the show, walk past security, and then wonder where [...]

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The “1st 7 Seconds Rule” for White Papers

February 2, 2010

Perhaps if you write whitepapers strictly for academic purposes, you can ignore the principle of Relevance Marketing. Yet, scholars who write white papers are usually trying to garner funding. If so, they should look at these rules to help cause those who give grants the opportunity to say, “Wow! This is the type of research [...]

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The “1st 7 Seconds Rule” for Brochures – Part 2

January 28, 2010

(I discussed the concepts and pitfalls of designing any brochure in the previous post, The 1st 7 Seconds Rule for Brochures – Part 1.)
The Capabilities Brochure is a big offender of the principles of Relevance Marketing because this brochure is all about the salesperson’s/marketer’s company, not about their prospects. Here are a few factoids:
[...]

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