Categories: Advice

The Five Second Rule

No, we aren’t talking about the food rule- we are talking about advertising. The number one complaint of many advertisers is they’re receiving anywhere from a mediocre to lukewarm reception of their ads. It’s a real possibility that some of these ads fail due to the fact that they’re not built for today’s environment. As you look at your marketing, keep in mind that the world of communication is moving at a mind-numbing pace. The strategy of sending out pawns first while venturing into a slow, laborious spiel no longer works. On the contrary, it is absolutely critical to unleash your very best at the outset.

Five seconds is the maximum amount of time given to make this initial impact. Think of it as your first impression. If you can keep your audience past the first five seconds, it is likely the will focus on the rest of your ad. Think of the five second rule in the following ways:

Outdoor Advertising
Short. Eye catching. Unique. Think of these words when creating your advertising scheme. You only have a few brief moments to make a large impact. Consider using color, but do it sparingly. Make sure your ad doesn’t look like a highlighter commercial, (unless that’s what you are advertising!). A pop of color and a brief, bold statement will ensure your ads are not only seen but make a lasting impact.

Television and Radio
Remember that viewers/listeners are constantly tuning in and out. In addition, they’re spot-hopping with the latest DVR technology (this is now true for radio). Consider using humor, or an educational fact to begin your ad. Mention specials, offers and give aways at the beginning. You could also start with a jingle. Start your ad strong in order to capture the attention of your audience.

Direct Mail Piece
Unlike other media, direct mail is tangible – a major plus. However, this does not guarantee success. Make sure your mail is not tossed into the junk mail pile. Feature a coupon on the outside of the envelope. Create a piece with uncommon dimensions. Use heavy or patterned paper for impact. Go a step further and present your best offer while avoiding junk mail-status.

Email Marketing
The email marketing world is a volatile place; even the most prestigious of companies can sometimes find themselves being ignored or worse – sentenced to the spam folder. Carefully consider your approach. Make the subject line informative, bold and brief. Before sending your email, run it through a spam checker. Finally, avoid too many images. Loading time may cause people to exit the email before reading it.

Consider these tips next time to visit your advertising scheme. Informative, bold, eye catching advertising will do wonders for your businesses marketing campaign. Above all, remember that the five second rule doesn’t only apply to food- it is the key to successful advertising.

Deborah Sweeney

Deborah Sweeney is an advocate for protecting personal and business assets for business owners and entrepreneurs. With extensive experience in the field of corporate and intellectual property law, Deborah provides insightful commentary on the benefits of incorporation and trademark registration. Education: Deborah received her Juris Doctor and Master of Business Administration degrees from Pepperdine University, and has served as an adjunct professor at the University of West Los Angeles and San Fernando School of Law in corporate and intellectual property law. Experience: After becoming a partner at LA-based law firm, Michel & Robinson, she became an in-house attorney for MyCorporation, formerly a division in Intuit. She took the company private in 2009 and after 10 years of entrepreneurship sold the company to Deluxe Corporation. Deborah is also well-recognized for her written work online as a contributing writer with some of the top business and entrepreneurial blogging sites including Forbes, Business Insider, SCORE, and Fox Business, among others. Fun facts/Other pursuits: Originally from Southern California, Deborah enjoys spending time with her husband and two sons, Benjamin and Christopher, and practicing Pilates. Deborah believes in the importance of family and credits the entrepreneurial business model for giving her the flexibility to enjoy both a career and motherhood. Deborah, and MyCorporation, have previously been honored by the San Fernando Valley Business Journal’s List of the Valley’s Largest Women-Owned Businesses in 2012. MyCorporation received the Stevie Award for Best Women-Owned Business in 2011.

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