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Therefore, to get the old brain’s attention, create contrast and avoid things like neutral statements that dull contrast.
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John Medina, the author of Brain Rules, says this: “The brain naturally focuses on concepts sequentially one at a time.” How you structure the content on your pages matters.
Start with a clear introduction to explain what it’s all about (value proposition promise), followed with the body of your presentation (sales copy) and finish with a conclusion, direct your audience to what’s next (call to action).
The sequential flow makes it much easier for your audience to follow and keep their attention.
When the text is unclear, too complex or disjointed your audience has to work hard to make sense of it. All in all people are unable to focus on something for more than 10 minutes at a time.
Once the new thing is known and understood, then we look to find another unknown to master.