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- The Man Your Man could Smell like.
The writing always starts with a hookā¦
š, Video contentā¦
But I will run into a problemā¦
How do I keep the viewer interested?
Retention writing.
You must keep the reader investedā¦
Retention writing is creating content.
Capturing attention but also holds it throughout the entire piece.
I was listening to an Andrew Huberman podcast in a warm evening in May 2023.
One sentenceā¦
āAttention span is 8.25 seconds on average.ā
I asked myself:
āHow do I solve a problem to keep the readers engaged and stay on the content.ā
Short ads are really good at capturing and holding the viewer's attention throughout.
One in particular springs to my mind
Do you remember the Old Spice ad from 2010ā¦?
The Man Your Man could Smell like.
Here is the gist:
Hello Ladies.
Look at your man. Now back to me. Now back at your manā¦
NOW BACK TO ME.
Sadly he isnāt me.
But if he stopped using ladies scented body wash and switched to Old Spiceā¦
He could smell like meā¦
I remember watching the video 10 times in a rowā¦
Why?
āIncredibly captivating, it held my attention throughout.ā
Old Spice scent is horrible, but the ad made me want to buy it.
Still, I prefer more 'niche' perfumesā¦
But.
The man in the ad presented himself perfectly.
In shape, fluent, confident and funny.
This is what we want.
The benefit of the benefitā¦
Back to the topicā¦
The writing was beautiful.
Clear and concise language
Information is logical and structured
Engagin elements: anecdotes or examples
Just like the Old Spice commercial.
Retention writing.
Why does clear and concise language work in keeping the audience engaged?
Easy and simple to read.
Time to consume it is short.
The substance of the content is entertaining
The goal is to minimize bounce rates,
Encourage readers to stay, absorb the content and take the desired action,
Make content engaging to grab and keep audience attention.
I use this in all my writingā¦
Even in long form.
Short clear sentences packed with a big punch.
Works for me my friendā¦
Give it a shotā¦
Be the The Man Your Man could Smell like.
The video got 61M views.
Thank you for reading.
See you in the next one.
P.S.
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