Contents
Introduction: Getting, Keeping, and Using Attention
Chapter 1 The Five Types of Attention
Understanding Why Attention Is the Key to Your Business Success
Chapter 2 The Six Audiences Who Matter
The People Whose Attention You Need
Chapter 3 Messaging at the Core
Centering on What People Need to Know
Chapter 4 The Five Types of Compelling Content
How to Change Your Ideas Into Content
Chapter 5 The Four Ways to Bridge Your Content
Moving People Through the Types of Attention to Create Business Growth
Chapter 6 The Power of Surround Sound
Why One Touchpoint Will Never Be Enough
How to Ensure Your Internal Stakeholders Are on the Same Page
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