Information Overload

Seth Godin points to a mindmap for Internet marketing. It relates to what I wrote earlier on this blog about distracting your audience. When presented with too much information, the electrical circuits of our brains shut down in a defensive reaction. We can only process so much information at one time. Seth suggests bullets of seven three points. I couldn’t agree more. As a matter of fact, I make every attempt to chop it down to one. One product. One point. One call-to-action.

“…Take an experiment reported in Nature last year (1996) by neuroscientists John Maunsell, at Baylor College of Medicine in Houston, Texas, and Stefan Treue of the University of T|bingen in Germany. They studied those neurons about halfway up the visual hierarchy that deal with motion, in monkeys trained to watch moving dots on a screen. When the monkeys did not have to follow any dot in particular, the motion cells simply burst into life each time they spotted a dot heading in their preferred direction. But as soon as the monkeys were asked to concentrate on a single dot, they had been trained to do this without moving their heads or their eyes, the cells became picky. When the target dot came into view, the cells went wild, doubling their firing rate, while the response from the same neurons to non-target dots moving in the correct direction became weaker….” continue reading

So why do I have so many links in this post? Well, they all relate to the same one topic – information overload. Are you causing the brains of your audience to go wild by giving them too much to process at one time?

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