“Can you see me?”
Our market is oversaturated with messages, graphics, AI-created content, ads, and fluff. Potential clients of your business or nonprofit are no longer looking for the most polished, curated content. They want to see themselves in your business.
Action Step: What are your core values? Find a way to consistently share those values in your content. Why? It’ll connect you with the people who you want to work alongside. Promoting your values and identity removes some of the vague “corporate-ness” that is so wearying for today’s consumers.
“Is this trustworthy?”
I hate to break it to ya, but it’s not just elderly folks getting tricked by AI content. We all are prone to take it at its word, often until a news agency or clever individual points out why the content screams “fake.”
If you’re a small business or nonprofit, this shift in climate is good news! You may not have the resources to compete with the largest conglomerates in the industry, but you have them beat when it comes to authentic connection in your community. Leverage that reputation this year by gathering with people around you and taking communications multi-dimensional—online, in-person, and on-the-go.
Action Step: Connect with your local community in a way that builds relationships and shares who your organization is. Consider asking customers/clients for reviews—positive feedback you can re-circulate via social media, your website, advertising, and in your physical space (if you have one)!
“Is this relevant?”
The attention span of US adults continues to shrink. According to the American Psychological Association (APA), the average attention span on a screen in 2004 was two and a half minutes. By 2012, that time shrunk to a mere 75 seconds. By 2020, we were only able to focus on a screen for roughly 45 seconds.
Kudos if you’re still reading!
Expect the attention span to dwindle further as we lean heavily into short-form media and rapidly-loading content.
Action Point: What do you need to communicate? Now, take out the complicated language, filler words, and industry-lingo. Your brand voice should sound human, and it should appeal to the quickly-distracted human by provide relevant, concise information that’s tailored to your audience. Don’t be afraid to do A/B testing or adjustments of content based on your metrics. That is how we learn and grow!
If you are interested in getting help in these areas, I invite you to contact me. I specialize in working with nonprofit and faith-based organizations, fostering communications excellence through coaching, consulting, and content creation.
I look forward to hearing from you!
A Grateful Life Lived 
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