The People Whose Attention You Need
All marketing is about people. Actual human beings. They think, breath, eat, get stressed out, yell, laugh, and care about others. They have dreams. They want to succeed. They have fears. They want to avoid embarrassment. They are doing their best.
Too often, we think marketing is about creating exactly the right headline or image or webpage. We get so caught up in those things we forget about the people with whom we are trying to communicate. We forget that first and foremost, we need to get and keep their attention.
Attention for attention’s sake is a farce. A company that provides financial consulting to businesses will not grow if it gets attention from gymnasts. Similarly, ...
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