The Strategist

Meta Leadership Primer: Attention Economy Pt. II


05/19/2019 - 08:10





When you think about the most important things that you need to do to grow your business, you never think about attention. However, attention is the most valuable resource anyone can give you. And this is becoming more important every day.

The reality is that you are competing with the entire world, with 24–7 global news, with news feeds with clickbait, with the latest Internet outrage. So, as you can imagine, the number #1 marketing challenge marketers need to deal with today is related to getting traffic and leads.

The truth is that in the old days, getting more traffic and, subsequently more leads, was only a matter of publishing more content. However, today, this hardly makes any sense. If you look at the rock bottom of this issue, you are looking for attention. And this is more and more rare and scarce.

There have always existed people who we believe lived ahead of their time. And this is exactly the case of Herbert A. Simmon who, back in 1969 (50 years ago), wrote: “Now when we speak of an information-rich world, we may expect, analogically, that the wealth of information means a dearth of something else — a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

Find out more “Next Practices” in Meta Leadership

Visit Michael Stattelman  for even more….
 

So, How Can You Grab Attention?

#1: Personalization:

One of the things that you can do to get the attention of people is to personalize your messages. However, and in what concerns content, this is what marketers have been doing for the last 5 to 10 years. If you take a closer look at the blogs and businesses out there you will see that you have specific ones for each industry. In our opinion, this is a trend that will continue.

#2: Immediacy:

When you are learning how to sell a product or service, one of the things that you will immediately learn is that you need to create a sense of urgency. And this is exactly what works when you are trying to get the attention of your readers or potential buyers. Just take the New York Times or The Washington Post examples. Whenever there is a breaking news, you will get a notification. So, like most of us, you click on the notification and you end up in the front of a paywall.

#3: Interpretation:

Another great way to gather the attention of the reader is by using guidance and support in the specific area they are looking for. These type of content can be divided between training and certification courses, curation, community, and research.

#4: Authenticity:

You can be sure that you will get a lot of attention with authenticity. One of the best examples that we can provide you is real advice from real people. And this is when you can take advantage of your social media presence.

Let’s say that you know that most people have a common issue. So, one of the things that you can do to grab their attention is to create a video, for example, where you explain everything about the issue and how to solve it. You will then publish it under Snapchat Stories, Instagram Videos, Facebook Live, among others.

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