Communicating in an ADD world

David Ogilvy is in full grave-spinning mode as we speak.

The advertising icon who fought his entire career against the notion that long copy was bad - saying that only bad copy was bad - must be wondering what has happened to our collective ability to focus on anything longer than a sound bite.

In a time when TiVO has become a verb (as in "TiVO Desperate Housewives for me, will ya honey?") because we can't sit still through the commercials, and the internet has accelerated our collective impatience as we drum our fingers waiting for pages to load, brand-building often gives way to easily digestible, mostly forgettable messaging designed merely to grab the attention of a seriously distracted audience.

Case in point: The phenomenon of "The List."

There's a book on The New York Times bestseller list in which the author (journalist Bernard Goldberg) takes to task high-profile individuals who, by their words, deeds, or both, are doing harm to his vision of America. The tome leans toward supporting the right side of the political aisle, but also criticizes a fair number of conservatives along the way. The writing is brief and crisp, and the points are well-made.

The title for this popular volume? 100 People Who Are Screwing Up America.

So there you have it; a potentially thoughtful work of opinion, structured to limit the thought required by its reader. No overarching themes. No dots to connect here. It's just a list of people and the author's opinion about each. Agree or disagree. It's up to you.

But Goldberg isn't the only one who's giving in. Everywhere you turn, there are lists masquerading as meaningful communication.

For example, Premiere magazine has a "list story" every month, related to the film industry. Readers have been through the editors' opinions on the best dramas, movie lines, stars, action films, you name it. What's next? "The Top 20 Key Grips of all time?"

And yet, it's like the old truism of advertising, "If it keeps showing up, it must be working." So, while we may privately bemoan the continual shortening of attention spans, here are some thoughts on making yourself heard in this multitasking world:

• Solve problems. People buy goods and services to solve problems, not because the businesses they patronize more cleverly claim to be the best, fastest, cheapest or whatever than their competition. If your communications are all about you, what makes you think your prospective customers will be interested?

• Get to the point. Every time you think you can wander to your point, picture one of your customers in an easy chair, remote control in hand, carpel tunnel surgery on the calendar due to furious clicking. Now, drop one of your brochures in his or her lap. Is your message so prompt and so clear that your customer moves at least one eye off the latest episode of Cops?

• At all times, sell. Every contact with a customer or prospect should be treated as the only chance you'll have to communicate what makes you different - and better - than the competition at solving that person's problems. Never, ever take any communication opportunity for granted, or see it as a bridge to something in the future. Always be selling.

The message? It's a bite-sized world out there. Make certain you serve up your tastiest message first.