Practical Sales Training™ > How To Get Attention > Rotating Message
Rotating Message
What Is It?
A rotating message lets you say more than one thing. So it does this without ever overloading your buyer.
So this works well for complicated offers. It also works well simply to catch attention on a busy page.
Why Does It Work?
It works because it says more than one thing, without overloading your buyer’s mind. Each variation stays simple, so the load never builds up.
Movement also still happens to be more engaging than static text. So a rotating message pulls attention and delivers more information at once.
So that’s the ironic part. You communicate more, yet somehow feel like less, since each individual message stays short.
How Can You Use It?
Keep The Structure Fixed, Change One Element
So keep the structure fixed, and change one element. Most of the sentence should stay identical every single time. Only the final piece should shift.
Get The Right Element To Change
So get the right element to change. Pick something that matters to different buyers. So use the specific use case or audience. The wrong changing element wastes the whole format.
Keep Each Variation Short Enough To Read
Keep each variation short enough to read in a glance. If someone can’t finish reading before it rotates again, the message still fails completely.
Zapier’s website shows this well. The fixed part of their statement stays the same. Only the ending shifts, across four different use cases.
- Today is a great day to automate your customer support
- Today is a great day to automate your team handoffs
- Today is a great day to automate your leads
- Today is a great day to automate your marketing campaigns
When It Works Best
This works best when you serve several distinct audiences at once. A homepage hero section benefits especially. So different visitors care about different use cases.
It also works well for complex offerings with many angles. Instead of picking one message, you show several. The page never gets cluttered.
When It Becomes Dangerous
A rotating message becomes dangerous the moment it rotates too fast. If your buyer can’t finish reading before it changes, the whole format backfires.
It’s also risky when each variation changes too much. Keep the sentence structure stable, or your buyer loses the thread entirely.
Common Mistakes
Rotating Too Fast To Read
Rotating too fast to read is the most common mistake. So speed should always serve comprehension, not fight against it.
Changing Too Much Between Variations
Changing too much between variations is another trap. If the whole sentence shifts each time, it reads as separate messages.
Using It Without A Real Reason To Rotate
Using it without a real reason to rotate is the last one to avoid. So if you only have one message to say, a static headline works better.
Rotating Message – An Example
Zapier’s Homepage
Zapier uses this rotating format on its own website. So the GIF cycles through several use cases in just a few seconds.
Each version keeps the same opening line. So only the ending changes. The format stays instantly recognisable no matter which version a visitor sees.
See Also
