The day you enter MrBeast world
People's attention spans are shrinking faster than a pair of skinny jeans in the dryer.
Here’s something that almost any marketer will have noticed:
People's attention spans are shrinking faster than a pair of skinny jeans in the dryer.
Gen Z brains are wired to process information in 3-second bursts.
TikTok trained them that way.
Even Millenials now have the attention span of a goldfish (no offense to my fellow Millenials).
This rapid-fire feed of bite-sized content has raised the bar for ALL marketers.
We're living in a MrBeast world
MrBeast's videos bombard you with insane challenges, unexpected twists, and over-the-top stunts every 3 seconds.
No time to get bored.
The pace never lets up.
And it works.
MrBeast is the new king of YouTube with over 179 million subscribers.
His zany concepts and flawless execution keep viewers glued to the screen.
In this age of hyperactivity, RIVETING THE AUDIENCE RIGHT AWAY (in all caps, of course) is the name of the game.
Marketers can no longer ease into their pitch with throat-clearing preamble.
We've got about 3 seconds to grab attention before minds start wandering.
So here's the deal:
DON'T BURY THE LEDE.
Lead with your most vital information upfront.
Hook people fast with the core value you provide.
Make it ultra-easy to consume.
Save the background context and commentary for later.
First, prove you're worth their limited time.
This applies to all marketing:
Email subject lines
Landing page headlines
Ad creative
Sales conversations
Webinar intros
Guest appearances
Cold outreach
Social media posts
Podcast episode intros
The old model of polite lead-ins and slow wind-ups is dead.
Ruthlessly front load value in every interaction:
Open with tangible advice, a fascinating insight, or an irresistible offer.
Share hard numbers, shocking stats, or fascinating stories in the first 5 seconds.
Start social media videos by revealing the payoff viewers get if they keep watching.
Lead calls and emails with the core reason for your outreach.
Attention is precious.
Seize it immediately by leading with your best punch.
I call this "speaking TikTok".
Just like the short-form videos, quickly establish relevance and rush to the payoff.
Lead with your tastiest candy first — you can explain the broccoli later.
The game has changed.
Succeeding in marketing now means leaning into the edge.
By frontloading value consistently, you'll hook audiences.
Once you hook them, you have a chance to impact and influence them.
Or as David Ogilvy likes to say:
“You can’t save souls in an empty church”
Without attention, the whole game stops.
Without attention, there is no marketing.
Back to you:
Are you ready to shake up your marketing and lead with your A-game upfront?
Are you “speaking TikTok” already?
Hit reply and share your best examples of leading with high-octane value fast. We’re always curious to see what works for others.
Talk soon,
—Pieter
P.S. Fun fact: Double has been working on writing a book!
Should be ready for the world sometime next month.
It’s called “The 38 Laws of Growth”, and we’ll tell you more about it here, soon.
Hit reply and let us know if you’d like to receive one of the first copies (we’re planning to hand out a bunch of them to loyal email readers!)
Cheers!