In late January and early February, consumers and business professionals feel pressed for time. Marketers can increase conversions by offering shorter content formats and explicitly highlighting the minimal time commitment, like a '22-minute webinar' or a '9-minute call.'
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Amy Porterfield increased her webinar conversion rate by 3% simply by moving her most valuable offers to the 45-60 minute window. Because audiences naturally drop off after an hour regardless of the stated length, a webinar's most critical sales information must be delivered before that 60-minute mark.
Audience attention and attendance drop sharply after 60 minutes. To maximize sales, start the pitch at 45 minutes and deliver the price and purchase link before the hour mark, when many attendees will inevitably leave for other commitments.
In the first two weeks of the year, your audience's attention span is extremely short as they catch up on work. Cater to this mindset by using shorter subject lines, concise body copy, and designs with plenty of white space in emails and social posts to improve consumption.
During busy periods like early Q1, audiences crave efficiency. Starting subject lines, landing page headlines, or social posts with 'TLDR' immediately signals a concise summary. This tactic respects the reader's time and can significantly increase engagement and conversion rates.
Standard 30 or 60-minute meeting slots are generic. A hyper-specific time like a '22-minute webinar' is novel and signals you respect the audience's time. It stands out in promotions and fits neatly into a 30-minute calendar block, giving attendees back 8 minutes, which they psychologically appreciate.
In the first two weeks of the year, audiences are mentally overloaded and have very short attention spans. Marketers should adapt by using concise copy, shorter subject lines, and generous white space in emails and social posts to align with the audience's desire for easily consumable content.
Curate your best performing content from the year into a multi-day campaign. Each day, feature one piece of content that is only available for 24 hours. This creates daily engagement, leverages existing assets, and drives a high volume of email sign-ups with minimal new content creation.
During periods when audiences feel time-pressed, like late January, using 'TLDR' (Too Long; Didn't Read) at the start of subject lines, landing page headlines, or social posts is highly effective. It acknowledges the reader's time scarcity and promises a quick summary, which can significantly increase engagement and conversions.
Standard time blocks like 15 or 30 minutes can feel like generic placeholders. Using specific, unusual numbers (e.g., a 22-minute webinar) stands out, signals that you've thoughtfully planned the session, and conveys a stronger respect for the attendee's time, boosting sign-ups.
Instead of letting content sit in a resource library, curate the year's best assets into a single collection and offer it for a limited time. Frame it as an event, like a "12 Days of Christmas" campaign where different content expires daily. This repurposes old content and creates a new, urgent lead generation opportunity.
