How to Wave Your Magic Wand: The 3 A's

Audience Attention is Down

Experts agree. According to a recent Time magazine article, our attention spans seem to be shrinking. With screen time on the rise, our brains have become habituated to the constant diversions and dopamine hits that our phones offer.

Many guides have been silently (or loudly) interrupted by a cell phone during their programs: people glancing at screens, taking pictures, or texting. We’ve all been there. So, how do we get them off their phones and onto our programs?

Let’s take a look at 3 ways to capture audience attention. Because attention is the magic wand that wakes our audiences up and creates pathways for provocation.

The 3 A's to Capture Audience Attention

Acknowledgement: During your program, address audience interests, needs, and emotions in relationship to the mission of your organization. You can discover audience perspective through research: take a look at your visitor demographics and psychographics. Start speaking with a relatable question or fact that sparks a connection.

Appeal: Pose a problem, tell a story, offer value. Does your content relate to pain points or problems that the audience might be experiencing? You can make sure that your program evokes emotions by telling a relevant tale or explaining what your audience will gain if they pay attention. Or what they stand to lose if they don’t listen.

Action: Be a curiosity compeller. At the beginning of your program, offer teasers - give your audience a peek into what’s coming without spilling all the details. Take an audience poll or let them share in pairs. Use movement, props, and vocal dynamics to cast a spell.

Capturing audience attention is an iterative process. Programmatic work, research, and refinement allow us to adjust as audience interests, needs, and emotions evolve. Incorporating acknowledgment, appeal, and action catalyzes engagement and forges pathways for provocation and meaning-making. So let’s get to it, do it, and wave our wands together!