The New York Times recently ran a fascinating story on technology and distractions called, “You Brain on Computers”. Read the full story here.

Much like a quick hit of a cigarette, researchers are finding that people crave the constant buzz of a fresh email or new tweet.  It goes on to state that as much as we’d all like to believe we can multi-task, we’re not that good and vastly limit our effectiveness.  Case in point: only 3% of people who claim to be “great multi-taskers” actually are when subjected to tests.

In short, we’re constantly distracted and we’re starting to like it even though we’re not good at it.

Here’s the wake-up call for the tech marketer: Nobody cares about you. Nobody will read your white paper. Nobody wants to sit through your 30 minute software demo.

I think the opportunity to market a technical product or service effectively hits on three key areas, regardless of the medium:

1. Story. Tell a great story in your collateral. Use visuals to represent a concept wherever possible. Pick a theme and build your product or service around one of these timeless narrative topics.
2. Edit. Ruthlessly. Write like Hemingway.
3. Follow the Arrow. Sure your engineers can build anything. Resist the urge to tell all the features. Give just one benefit. Then another if the conversation with the customer lends itself. Then another and thus widen the conversation much like an arrow piercing a target.

Our daily lives are destined to be more filled with static. If you want to get ahead, look for methods to market that align with the reality of how we live today.