We are not hungry goldfish

I keep hearing marketers using “Testing proves that consumers have a shorter attention span than a goldfish” as an excuse not to do anything interesting. It’s a false argument. People had enough attention span to build a super collider, put probes on Mars, end polio, teach children to read, design fashion empires and so on and so on. Consumers have options, so they don’t have to pay attention to you if you bore them. They aren’t bored with everything, actually, they are fascinated by lots of things. They flock to iconic brands. They share billions of things on social media. They have the attention span of a goldfish for things they don’t care about.

If you mail them endless coupons for 25% off or 50% off, don’t complain that they aren’t paying attention and try to pin it on the consumer because they have the attention span of a goldfish. It’s not them, it’s you. Do something interesting. Try something new. Do something that matters.

My promotions folder has over 1,700 emails offering me discounts. I’m not going to look at them.