Attention helps save our life

A certain instinct for self preservation directs attention, before anything else catches our eye.

We seem to be genetically wired to notice sudden change, because that could suggest danger. Anything that changes the scene dramatically, introduces something new, or transforms something that we were already familiar with, draws our attention instantly.

We may be annoyed to find we are looking at a flashing text or inverted video advertising insurance but our attention went to the motion, automatically.

Similarly, attention descends on any word or phrase that has a different format from the rest of the text--boldface, say, or blue and underlined. We can see the physical difference long before we understand the difference in meaning, as we move from one word to another. Attention tends automatically to ignore the routine, and swoops down on the exception.

Attention follows emotion

Next, passion draws attention--good old greed, lust, envy, curiosity, hero worship, ambition, rage, or vanity can arise in a split second, triggered by a mere word, nudging attention toward the scene. Whatever we have a passionate interest in, our attention discovers, even in the most unlikely places.

And if a phrase evokes any strong feelings, our attention is quickly drawn to the emotion-laden text. Then, if we are what the psychologists consider normal, we can, if we want, withdraw our attention just as quickly--without thinking too much about the subject. But if we are anxious, defensive, neurotic, or downright crazy, we will take more time to ponder, fondle, and digest the words. In either case, attention is riveted to the text's area and significance, for as long as it takes to enjoy and then disengage.

Attention attaches to people

People, too, attract our attention inadvertently. Think how quickly you size up a stranger. But if you see a friend, or someone you love, your attention settles on them. Just seeing the name of the object of your affection, attention circles the text. Love, and its companion desire, guide attention.

To draw attention to your text

Make scanning easy by putting key terms where attention knows to look first--at the top of the page, in headings, and so on.

Write about topics that people are looking for. When they spot one, they'll pay attention, and praise your text as relevant.

Respond to the purposes that bring visitors to your site. The more you use the terms they think of to explain their goals, the quicker their attention will pounce on your text.

Avoid distracting visitors with a lot of off-topic text, links, images. Keep the focus.

Write something new, as the poet Ezra Pound suggested. Surprise, oddness, and unfamiliarity attract attention. Put key terms in a format that stands out.

Let your own passion show through the prose. Mention feelings, interests. Yes, it's OK to get emotional: in the cold world of the computer, those strong feelings capture attention.

Talk about people. We're always more interested in other people. If your audience has some heroes or heroines, indulge in a bit of biography.