Have you noticed a change in people in recent years? Tempers are getting shorter, people seem perpetually bored and dissatisfied. They always seem to be looking for the next pleasurable moment wherever they can find it… and they want it RIGHT NOW.

What has prompted this change?

Is it a change in parenting styles? Is society to blame? Is it our growing dependence on electronic devices?

One source of our increased need for constant instant gratification could be directly linked to the amount of time we spend online, specifically on social media. Our social media feeds are an endless stream of entertainment, providing small bursts of happiness hormones on a loop. But the problem is, after awhile, those small bursts become addicting.

Spending time online trains our brains that one click equals happiness for a split second. And we seek out that one click time after time. Activities that require more effort than one click just don’t seem to be worth the effort. We truly are becoming a One Click Society.

We’ve learned to click play on videos for instant entertainment. We click on links to be fed our favorite endless stream of content. We click on page after page of online shopping options, and our purchases arrive a few days later on our doorsteps… all with one click.

We browse the internet while at dinner, late at night when we can’t sleep, even in the bathroom. We’re connected 24/7 and at the beck and call of our digital devices. There’s a certain amount of disconnectedness that comes with all that connectivity. Not only is every click increasingly less satisfying, it grows impersonal at the same time. We lose ourselves in our online personas and activities. Each click draws us closer to the next click until we’re caught in an endless loop of just one more click.

Where does all this lead and how does this relate to today’s business world? The one click mentality isn’t going away any time soon. People want to click. They expect instant entertainment, instant gratification from every click.

This means your marketing efforts need to be as one-click-friendly as possible. People want to get results with as few clicks as possible. The fewer steps to complete an order process, the better. The more positive reinforcement you provide for each click, the happier your customer. People enjoy clickable content. Mixed media integration provides more opportunities to click and be happy.

Your customers want one click features like autofill fields, easy account login, easy contact forms, multimedia content, simple purchase options, and easy to find product reviews.

One click marketing for our One Click Society is the way of the future.

I was talking to an editor the other day about TV shows. He told me a story about how he used to race home to turn on Batman every week because it was his favorite show. But one day, he turned on the tube and there was no Batman. In its place, was a new show about three stooges and their antics. He was devastated. It wasn’t that the Stooges were awful, he never watched long enough to find out that day. He was EXPECTING Batman, and was seriously disappointed to not have his expectations met. To this day, he still refuses to watch the Three Stooges.

Expectations are everything.

That’s a lesson we’d do well to keep in mind while dealing with consumers.



We all make mistakes. But some of those mistakes can hurt your online business and your reputation. Here are four common mistakes to avoid at all costs.


(What NOT To Do Online)


Online Mistakes


1. Not Giving Your Readers Options

If you’re going to create truly shareable media, you’ll need to provide a mixture of elements. People not only have different personalities, they have different learning styles.

Some may prefer to read or skim material and you can put out the welcome mat for these types by using bullet points, lists, subheadings, and call-out boxes. Others may prefer to listen to your message, and podcasts are an excellent medium for audio learners. (But don’t forget to provide a transcript, as well.)

If pictures tell the story better than a thousand words, using a dozen images in your content will attract visual learners and those who struggle with reading. It’s estimated that 1 in 5 people have some form of dyslexia. These people don’t “see letters backwards” but information they read is handled¬†differently by their brains and requires much more working memory and energy to process. It’s a bit like reading an article in Portugese when your native language is English. If the brain was an airport terminal, and information was baggage, the dyslexic airport (brain) would have to ship all baggage (written information) through a separate set of conveyors before it arrives at its intended destination. Make it easier for them by sorting information into categories and calling out important points for easier retrieval.


2. Putting the Good Stuff on the Highest Shelf

Making your readers work to obtain the good information is fine for college professors, but it’s not good practice for marketers and businesses. Putting the cookie jar full of valuable tips way up on the top shelf where it’s out of reach of most just isn’t smart online. You want people to find value in your content, and making it easy for them to recognize that value helps you and them.

Eliminate all those ten dollar words and aim for a teenage or lower reading level. Shorten your sentences and your paragraphs. Unless your company is an editing firm or college, your goal probably shouldn’t be to educate the world on proper grammar and usage. Nor should you assume your audience has the same educational level as you. They may have ten degrees to your one, or have an eighth grade education- the goal is to write so all can understand and utilize your information.


3. Not Paying Attention to Details

This can be especially hard for some people, but paying attention to details is essential in business. Why? Because others who regularly pay attention to details will notice all those inconsistencies in how you capitalize or spell your products and when you contradict a previous statement. If you struggle in this area, hire someone to proof all you online postings before they go live. If you’re representing your business, you want that representation to be impeccable.


Social Media Mistakes


4. Failing to Grow Thick Skin

Let’s be honest, working online can be brutal. Everyone with a screen believes they have a captive audience and a soapbox and most won’t hesitate to unleash and unload with little or no provocation. I’m not just talking about the trolls, either. Even well-mannered folks who’ve had a bad day or who failed to read a post thoroughly can turn into a nightmare commentator. We’ve all seen a comment thread go south and turn into personal insults and tangents that are more appropriate¬†for booze-fueled debates among friends.

If you’re going to participate, you’ll need to pull up your Big Girl (or Big Boy) panties and grow some thick skin. You’ll also need to practice restraint and forgiveness, which isn’t always easy. Working in social media, marketing, and online business isn’t easy, but it’s worth the effort.

What mistakes do you see people making online? What mistakes have you learned from in the past that might help others?