Understand Your Buyer > Selling Communication Basics > The Inverted Pyramid

What is it?

The Inverted Pyramid describes the need to present the most important information first to seize attention.

Why does it work?

It works because human beings have an 8 second attention span. “Cutting to the chase” as quickly as possible is your best chance of seizing this attention and engaging with your potential client.

How can you use it?

If you want to drive engagement with readers of your content or potential clients, find the most important information (important to your client) and present that first. At Clear Sales Message, we describe this as “selling the destination, not the journey“. This describes the fact that airlines often don’t advertise seats on their airplanes, they advertise the destination. As holiday makers we care first about where we are going and then about how we will get there.

 

See also

• TLDR
• The Recency Effect

 

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