FASCINATING research article on how are people reading, scanning, skimming online

I just read a book on that very topic. Fascinating stuff. Same thesis- Every shift in human communication from timekeeping to reading has caused unnatural neurological shifts, each with their own benefits and limitations, but test show this latest batch only has limitations.

The Shallows - What The Internet is Doing To Our Brains

Another casualty of the information age. We're losing the ability to slow, down, savor and absorb like the aritcle described. We'll have to learn to do it on purpose (like an exercise routine) or we'll turn into a skimmer/ scanner by default.

But I must admit with the amount of information we have to go through it's almost a survival technique we need - as we fight info, overload.

But my fear is we'll lose the ability to slow down and absorb the information that requires more than skimming or scanning (especially young people).

Like anything in life it requires balance, but I'm concerned that the scale is tipping on the skimmer, scanner side at a faster pace.

"Like a lot of Web surfers, she clicks on links posted on social networks, reads a few sentences, looks for exciting words, and then grows restless, scampering off to the next page she probably won’t commit to." Think of the implications when it comes to writing long form sales letters, article landers and even VSLs.

"developing digital brains with new circuits for skimming through the torrent of information online. This alternative way of reading is competing with traditional deep reading circuitry developed over several millennia."

Marketing is so saturated and redundant... People's bull*!%# detector is always on high alert.

So readers click on a link EXPECTING to just skim through it. There's hardly ever any real intention of reading something from beginning to end. There's just too much out there.

Yesterday... I had a client tell me, "You need to capture people in the first 30 seconds... or you'll lose them." The reality is... 30 seconds is a luxury that campaigns in every advertising space don't have. It's getting worse too.

We're in the age of people who fall for "The one strange trick you need to know" and "watch this video before they force me to take it down" kinda stuff.

And why?

Well, the days of presenting life-changing information in a genuine way is totally subpar. It doesn't capture people's attention.

By the way...

I'm getting pretty tired of clients telling, "You need to write the script like Venus factor or that blood pressure video." It goes without saying that you want to make a big promise in your headline and lead, but there are better ways to do it than "a weird trick to zapping those cellulite bumps and dimples."

The Skimming Effect can actually be to our advantage (for long copy more than VSL's.) Heck, let people fast forward and rewind your videos. Let them skim. Maybe it's better than being so anal about getting those first 3 seconds perfect.

Mark

P.S. Rick, I know you get a lot of mileage from the "strange trick" kinda stuff. Do they make money? YES! Are they the only way to go? Not by a long shot. That's the only point I'm trying to make. There are different ways to overcome or channel the skimming effect.

Yes, the interweb is information overload.

No wonder the good people hop, skip and skim (who can blame them?)

They would much rather be facebooking or twittering.

Two things you can do to try and keep their attention.

Would one be to ask good questions?

The other is to layout your wondrous words...

So they are easy on the eye and compelling enough to read.


Steve

Rick,

You are 100% correct.


Steve

Maybe I'm a product of the information age. There are a few of the home run sales letters out there that I find fascinating, but most I wind up reading from headline to headline and then having to stop myself and actually dig in to read. Funny, huh? I have to force myself to read something I can learn something rather useful from.

I've always been of that school of thought though - get to the ******* point. That's how I write my stuff all day, every day. Maybe I'm ahead of the curve, or maybe I've got more to learn LOL.

ThePromotionalGuy,

To be clear, while the article is well written, I don't agree with Michael, the article writer. I don't think today's online activity reflects an evolution of our digital brains.

Why? Because reading is not wired into our DNA. It's learned skill.

I also don't agree today's preference for online scanning/skimming should be cause for alarm.

So if I don't agree with the article, why did I post it?

Because the article dropped several clues for a copywriter to keep their reader's attention online. These are real distinctions I've been using in my work.

And I wanted to pass them along, without sounding like some know-it-all or writing some long missive.

If some people don't think the information is new or valuable, maybe they already know this stuff. That's fine.

Personally, I tend to look at things with a Buddha-like beginner's mind. I appreciate it when things hit me like that.

It keeps me from falling into the "I already know that. Tell me something new. Tell me something I don't know" trap.

This article hit me.

- Rick Duris

So what's new?

The U.S. Illiteracy Rate Hasn't Changed In 10 Years

It makes sense that people are, by default, scanning information. The time no longer exists when the only content you had access to were those 1 or 2 home delivered newspapers and/or magazines. And I'd argue that people DO commit to reading content they're already familiar with and anticipate.

There's simply too much content on the internet to read everything that crosses our desks during the day. That's a blessing and a curse... but mostly a blessing.

In copywriting, I see this as an advantage. If you've done your job with the headline set, the prospect WILL go deeper into the copy. They may not read the entire sales letter. However, they may or may not NEED to read the entire letter to buy. Especially if the nurture process was effective.

Long copy is there for those who need it, and not everyone has a huge awareness gap to cross. That doesn't negate long copy... it reinforces its purpose.