The Only 5 Seconds That Matter

Researchers suggest that the majority of purchases are impulse buys—purchases made in less than five seconds.

While this makes perfect sense in a retail setting, I don't think it explains buyer behavior with respect to services, big ticket items or long term contracts. Most people tend to ruse a bit longer over a decision like that than they would, say, over a pack of gum.

But the five second rule still applies.

You see, regardless of the setting, a marketer has less than five seconds to make an impression. With so many marketing messages orbiting our daily lives, consumers have only a fraction of time to respond to any single message.

For this reason, the idea behind successful marketing is to build positive brand associations with a consumer, even for only five seconds at a time. After handful of five-second positive associations, the consumer's opinion is shaped. This opinion would lead to the ultimate five-second interaction: the decision to buy.

Five seconds. That's all it takes.

So what does this mean for the small business? How can you take advantage of this five-second rule and move your business to the next level?

Simple: with every marketing piece, idea and collateral, take the 5-second Test. The 5-second Test will determine if your marketing message will resonate during the only five seconds that matter.

Start with your marketing message. If you can communicate one and only one thing, what would that be?

Now design your marketing communication around that message. Email, print ad, sign, social media post, etc. The medium doesn’t matter; just stick with one message.

Once you’re ready to execute the marketing, take a glance at your piece. Give yourself five seconds: can you walk away from that marketing communication in five seconds or less and understand the meaning you wish to convey? Try the test with others. It usually helps to get a second, third or even fourth opinion.

Five seconds is not a lot of time, but it is the difference between successful and unsuccessful marketing. It truly is the only five seconds that matter.