“We’re creating a culture of clickers, stumblers and jaded spectators who decide in the space of a moment whether to watch and participate (or not). Imagine if people went to the theatre or the movies and stood up and walked out after the first six seconds. Imagine if people went to the senior prom and bailed on their date three seconds after the car pulled away from the curb.” Driveby culture and the endless search for wow, Seth Godin
He’s hit the nail on the head. I think it stems from the fact that there is almost no transaction cost associated with the interweb for a user. No cost = no effort = no meaning. If one of our goals is to make some sort of meaningful impact on people, trying to cater to these types of people is not your best bet. Instead, seeking out people who are willing to make that extra effort to read your entire post or to pick up the phone is a much better solution. It takes time to find these people but it’s never too late to start.
Speaking of, Seth Godin, did you read Tribes and Linchpin? I haven’t, so I was wondering if they were any good.
As for ‘click-through-er’, I’m not so sure it is a label you can apply to people in general, it’s more a temporary mindset. Catch the guy at the right time, with the right content that resonates with them, and he’ll stay. Try to serve him an alternative to late night-TV, when his mind is already sludge from the beer and 12 hour work day, and you can show him Shakespeare, he’s not gonna take it in. Subtle difference, and maybe you think the same thing, but just making sure.
Actually I was just thinking of picking up some of his books. I’ll probably get around to it eventually since I just bought a bunch from Amazon.
You’re totally right. I also have that mentality a lot of the times especially when I read the news — in fact I mostly just read headlines in the morning. The reason for this is that the articles don’t usually add very much to what their headlines (or the first few paragraphs) say. I think this is partly due to to the medium but it’s also partly due to the content. If the article has nothing meaningful to say, I won’t read the whole thing (maybe just the headline). I think the point I was trying to get across was that we shouldn’t just try to get the most attractive headline but instead meaningful content. This may reduce how many eyeballs you get but they’ll be a heck of a lot more valuable.