According to DMA’s (the Direct Marketing Association) 2018 Statistical Fact Book, we have 8 seconds to hold the attention of our prospects.
And, since the brain can more easily process visuals than content, that means bold graphics are your best bet to capture that attention in that little 8-second window.
Once you’ve captured your prospect's attention, and your appeal makes it over that first hurdle, the rest of the messaging can enumerate the wonders your organization has delivered in the past.
Then you can make your case by deploying elements like easy-to-read bullet points, lists of numbers (500 dogs adopted; 25 kennels available; 2 protein-rich meals a day) or a side bar with a heart-wrenching testimonial.
