attention
16 posts
Influence Vs. Impact
In a world where attention has become both currency and commodity, it’s tempting to believe there’s a direct correlation between influence and impact. The modern definition of an influencer is someone who can persuade people with their recommendations. But it turns out, the people who have the great
Giving Attention Vs. Getting Attention
The more people have to attend to, the harder it is to get their attention. Attention is a precious resource. And as with any resource, scarcity creates value. Our culture has taught us that those who can capture the most attention win—never more so than in the digital age. So, we devote a considera
Invest in Second Contact
Both businesses and the customers win when we prioritise affinity over attention.
Attention Is A Byproduct Of Affinity.
The truest words ever spoken about storytelling were those of one of the greatest storytellers of our generation. J.K. Rowling once said—’No story lives unless someone wants to listen.’ As people who are anxious to change the world, what we try to do is make people listen. But there’s another equall
Noticed Vs. Remembered
For every ten things we do today to get noticed we will do one thing worthy of being remembered. The irony, of course, is what we want deep down is to do work that’s remembered—not just noticed. We only achieve that goal by redressing this imbalance—forsaking the desire for attention today, to doubl
Beyond Attention
The black-gloved sales assistant in the jeweller’s window is busy polishing the stones in every ring. Totally absorbed in her task, she starts with the rubies, moves on to the emeralds and finishes with the diamonds. She carefully places them exactly two centimetres apart on velvet lining. The stone
Sustainable Attention
The box office was due to open on Monday morning. The first fans took their place at the front of the line at 3 pm on Sunday. By midnight a hundred had gathered, and at dawn, the line snaked around on itself, as people armed with deck chairs and milk crates, queueing for the one-off…
A Question Of Attention
Have you noticed that more email marketers are trying to attract your attention at the weekend? Many weekly digests now hit inboxes outside office hours in the hope of getting traction when people are less busy. As marketers we’re using every trick in the book to capture attention in order to furthe
The Awareness Conundrum
Which is better for your business—more people who know about your brand, or fewer people that it matters to? It’s not hard to make our marketing more urgent with better calls to action, bigger ‘buy now’ buttons or a hundred and one other attention-grabbing tactics that don’t scale. What does scale t
How To Get Attention
Everyone will tell you that in the age of distraction it’s harder than ever to get attention. Actually that’s not strictly true. It’s not difficult to interrupt the rock star as she checks into her hotel to ask for a selfie—just a quick tap on the shoulder, fake smiles and you’re done. It’s easier t
The First And Last Question Your Customers Subconsciously Ask
And the one you must spend a great deal of your time answering…. Why should I care? Why should I care about your new app? Why should I care that your innovation pioneers the latest technology? Why should I care about your fundraising campaign and not that one? Why should I care about the time…
What’s More Important Than Building Awareness?
Ask any business owner what their most pressing problem is and ‘building awareness’ is sure to be on the list. Maybe it’s on your list too? In a world where it’s harder to get attention, gaining mind share is a priority for everyone. We think that if we can just get a few more people…
Why Attention Is No Longer Our Scarcest Resource
If you want to capture someone’s attention you’ve got about ten seconds to convince them that you are the one. Attention spans are shrinking. People have so many demands, diversions and distractions right there in their pockets every minute of every day that it’s getting harder and harder to hold th
Attention Is A Two Way Street
Do you know what’s really ironic? Businesses spend thousands of dollars, manpower, head space and creative energy trying to get the attention of potential customers, and when they get it they waste it. The question for all of us, (not just in business but also in life) is how can we expect what we’r
The Attention Of Everyone And The Audience Of No One
It’s very tempting to create catch all messages, delivered in a way that will reach the most people. Logic says that if you have the attention of everyone, then you’ve got to reach someone. The problem with aiming for an audience of everyone is that while your message might be seen and heard, it doe
Attention Is Not The Problem
You’ve may have access to a hundred and one new channels that allow you to broadcast a message, but there are only a handful of ways to get attention for your idea. 1. Advertising The old and expensive way to buy attention. You might be able to buy eyeballs, but you can’t guarantee you’re changing…
