Every once in a while the topic of my format here on SlopeFillers comes up. It’s usually in the form of questions about length, headers, lists, photos, etc. all of which I use in an effort to make my stories as easy as possible to read (and finish).

And I do that because attention spans are tricky things, these days.

We’ve all seen our video stats on places like YouTube and we know how many people will click to watch something but only give it 5-10 seconds before they click away.

Copper :60
Copper has done a great job with these quick, video updates for a while now, but one aspect of them has really made a difference for me as I’ve watched them this year.

Let’s start with the video and see if you can spot it based on what I said above.

February is off to a great start with consistent snowfall! ❄️

Check out this week’s Copper :60 where we highlight the coaster, tubing and lodging deals in advance of spring break! https://t.co/BSckqppwU9 pic.twitter.com/vyj6wnbgYg

— Copper Mountain (@CopperMtn) February 16, 2021

Catch it? It’s the first few words AND what comes after them:

“February is off to a great start with consistent snowfall.

Hi, It’s Brandon and we’re talking activity and lodging deals in this week’s Copper :60…

[b roll begins]”

So many video start with “Hey I’m Brandon” or even the b-roll, but, again, folks sometimes don’t last more than a few seconds before they click away, so I love that fact that Brandon gets the core message out immediately before they can.

Burying the Lede
A journalist might call this burying the lede.

The awesome part of his story is that snowfall has been consistent and conditions are great. So, he said it right up front.

It’s a tiny little tweak, but I appreciate it as a viewer…a marketer.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.