The Attention Span of a Gnat is No Guide to Writing Online.

How often have you been confronted by the ‘expert’ opinion that says,“The fast track to a failed online information article is to write anything that demands more than a short attention span. ie; beyond the attention span of a gnat."

To me, that makes no sense. Here’s why.

Gnats don’t read.

They don’t even have internet access.

They don’t rate your work, (or send you fan mail...)

They don’t ‘like’, share, or Tweet anything.

They don’t follow or ‘friend’ you.

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Bad news, I know, if the gnat has been your guide. But it gets worse.

Gnats don’t buy stuff either.

They don’t click AdSense ads.

Don’t click through to your Amazon links.

Don’t subscribe to your blog, or newsletter.

You know what that means?

It means ‘the attention span of a gnat’ is as relevant to online information articles as a bicycle is to a fish.

So, why are so many ‘expert’ online article writing authorities obsessed with it?

Or, more to the point, obsessed with the allegedly ‘short attention span’ of human online readers?

It’s worth a deeper look.

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Here’s what bothers me about this whole Short Internet Attention Span scam.

It’s not based in reality.

Because it pre-supposes:

That ‘one size fits all’.

That everyone’s information needs are exactly the same.

That an overview / précis / summary / keypoint chart is all that anyone ever needs.

That most content is clutter.

That detail is just boring.

That pictures convey more than words.

That shorter is always better.

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Seriously, how valid can that be?

SEO robots may be satisfied with 'information over-simplification', but humans aren’t.

If you suspend your willingness to believe the ‘experts’, and instead look at basic human behaviour, you’ll see the flaws clearly.

Us humans are more evolved than gnats.

More complex. More discerning.

And way less predictable.

We need different things. And at different times.

We’re driven by changing circumstances.

Often, what suited the bill today, will miss the mark tomorrow.

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Here’s an illustration of what I mean.

For a moment, think of the net as your daily paper.

Every day the paper is filled with ads about home appliances, TVs, and whitegoods.

Often, home appliance catalogues fall out of the paper, which is handy because you can put them aside right away, ready for the bin.

You don’t read the ads, or scan the catalogues, because you’re not in the market, (ie; at this time, you’re not interested in what they have to say).

Because the categories don’t have any ‘borrowed’ or inherent interest, unlike say cars, or fashion, or houses, or showbiz, even if you skim them, it’s only by default.

You’re more likely to say “Geez, this stuff is so boring. Who reads it anyway?” - before your interest is taken by something that better fits your needs right now.

But, imagine that one day your refrigerator stops cooling, your TV picture vanishes, your dishwasher, won't.

Suddenly, that ‘boring stuff’ is exactly what you need to see, and to read. Now, when the newspaper arrives, you’re very interested, diving into every ad and every catalogue with a vengeance.

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Here’s my question, and my point.

Are you going to be satisfied with an overview?

A few glamour product shots?

Is a quick skim over the sub-captions going to give you the answers you need?

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Don’t you actually need all the details that will enable you to become quickly, easily, and fully, informed, to help you make the right decision?

In fact, all the 'boring' stuff, like:

What are my product options?

What are the price points?

Where's the performance vs energy consumption rating?

Where’s the specification comparison chart?

What good is that product picture if it doesn’t link to a model number?

And so on, and so on....

That’s how we humans behave. Whether reading the paper. Or reading online. Our information searches are driven by our needs. And our needs are constantly changing.

We’re also demanding. Much more demanding than say, a gnat.

Remember too, that consumers, or information seekers, don’t move in lockstep. Yesterday you weren’t interested in home appliances. But someone else was. If you replace your appliances today, you’ll be out of the market tomorrow. By then, someone new will just be entering it.

Vitally important to remember also, is that the home appliance ‘content’ you’re researching hasn’t changed. It’s been there almost constantly. Its 'boredom level' hasn't changed. Its increased visibility and interest level is purely a result of your new need to know. Now.

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How does this relate to online information articles?

Go back and read the previous section, but this time, imagine the paper is the net. The same behaviour occurs. The same communication disciplines apply. Only difference is, you're Googling online pages, not flicking through printed ones. Not idly trawling, but actively searching. Ready to be engaged.

Given what we've just covered, don’t you think writing evergreen content that provides real information at a level of detail that fulfils the needs of someone who needs to know, gives you the best chance of becoming a successful online article writer?

Forget the disparaging comments of those who are easily bored, (and in reality are often cruising aimlessly anyway, certainly not actively seeking specific information), and the over-simplified opinions of the ‘experts’ who say brevity is everything, (as the bishop tried to convince the actress...).

Write for those who need to know what you have to say. Say it clearly, and say it all.

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Don’t get me wrong, I’m not saying every article needs to be long and detailed. (Take this one, for example. It’s really just begun, yet it’s already over. Because it’s made its point.)

Which is; that every information article deserves to be given the time and space it takes to communicate whatever it sets out to do; and that 'attention span' can only be determined by a reader who is genuinely interested in the topic.

No-one else matters.

Not the article writer peer group.

Not the aimless trawler.

Least of all, the gnat.

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In my opinion, it's all opinion....

Some article writers present their views on what works online with a certainty that would be compelling, if they were proven. Most aren't. And, certainly not mine.

However, it's a fascinating subject. If you feel the same way, I've written a couple of related Hubs which you may find of interest;

Want Google to Love Your Hubs? Give 'em a KISS.

How to Turn Scanners into Readers.

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Good luck with your online article writing!

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