The whole point of Nailing A Niche is to help you cross the Trust Gap, moving from depending on buyers on the right side (Trust) to being able to better market and sell to buyers on left side (No Trust). You have to either (a) find a way to fit your message into that slice of attention, or (b) expand the amount of attention they're willing to give you. Everything we’re doing in the Niche part of the book is to help you cross this Trust Gap. th Assume You’re Marketing To 4 Graders With those tiny slices of attention that "cold" people are willing to give you, it’s similar to the rd th mental investment of a 3 or 4 grader. So your message has to be simple for them to both understand and easily act on, or else they'll move on before ever giving it a chance. This is why “short and sweet” emails and videos tend to work better than long emails and videos as first touches with new people. People see a long email or video from someone they don’t know, and they just aren’t willing to invest in consuming it. Perhaps if you're a genius copywriter you can make them work, but for us regular people, shorter is better – at least for first contact. The more your messages are simple to understand and easy to answer, so that they'll fit into your prospects' window of attention, the more effective they’ll be. You can watch this in yourself: what goes through your head when you get a long note from someone, even someone you know? What about a short one? Do you see how the effort you’re willing to give that messages changes so dramatically depending on who it comes from, how simple it is, and what they are asking for? It’s also why appealing to their Dinosaur Brains – rather than the purely logical brain – works. Learn How To Speak To Their Dinosaur Brain Reptiles think with their eyes, not their brains – and so do we! Dinosaur­brain thinking (the same thing, but dinosaurs are cooler than reptiles) isn’t about thinking consciously and making logical decisions – it’s about reacting. There are different reasons something appeals to us at the dinosaur brain level, before our conscious minds have time to process it, such as: • Newness • Contrast (“There’s a bucket of blue pens + one orange pen on the top.”) • Movement/speed • Surprises • Details • Visuals This is why you’ll see banner ads with a color different than the page background, with moving pictures (visual + contrast + movement). Or why video­sharing sites have so many videos titled like “He Hated His Boss For Two Years Until This Happened” with a picture (visual + anticipated surprise + detail). And it works, at least until you learn from watching several that the