We’ve heard many personal stories this week of how people in our industry have experienced hard times and how they managed to get out of them. We end this week with an article by Ann Holm, a personal development coach and expert in psychology and brain science. Read on to learn how to reduce stress in your everyday life and prevent burnout and other breakdowns in order to stay healthy and unlock your potential.
Your prospects’ brains have limited processing power. As brilliant as we all believe ourselves to be, when confronted with overwhelming graphics, complex verbiage and disjointed eyeflow, we quickly become overwhelmed.
It’s not that your prospects can’t understand what we’re seeing. It’s more that they’ve only devoted a small portion of their brains to their search to solve their need and your overly complex website has over-taxed the allocated mental resources.
Your overly complex website taxes your visitors’ allocated mental resources
Steven Yantis, a professor in the department of psychological and Brain sciences at Johns Hopkins University, has this to say about talking on cell phones while driving:
Directing attention to listening effectively “turns down the volume” on input to the visual parts of the brain. The evidence we have right now strongly suggests that attention is strictly limited—a zero-sum game. When attention is deployed to one modality—say, in this case, talking on a cell phone—it necessarily extracts a cost on another modality—in this case, the visual task of driving.
When we focus our attention on a thing, we reduce our ability to think about or even notice other things, even when those other things would otherwise have been obvious.
In the first television advertisement for the iPad, the narrator intoned, “It’s crazy powerful. It’s magical. You already know how to use it.” This was an astonishing claim. Here was a new, market-defining, revolutionary device, unlike anything we had seen before, and we already knew how to use it. And yet, for the most part, the claim was true. How does a company like Apple make such great new things that people already know how to use?