What is it?
Potential clients will rarely read or remember everything you use to promote your offering, they will seek to get the “gist” of your offering from a quick glance.
Why does it work?
It works because people have such a short attention span and so many forms of information input that they skim read, glance and essentially guess at what they think they are reading. By catering to this behaviour we maximise the chances of engagement and thus making the sale because after all- if they don’t understand it they can’t buy it.
How can you use it?
Using approaches such as The Inverted Pyramid and The Von Restorff Effect you can be sure that even if prospects pay the smallest amount of attention, that they will get the “gist” of what you’re offering.