How do you capture people’s attention? As someone who spends much of his working life attempting to answer this question, it’s helpful to break it into two parts. First you need to grab attention: you need people to tune in to your show, or stop flipping the channels when they see it on their screen, or load the video link when a clip passes by the

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Good marketing can be effective, but consumers are overstimulated and the content skip button is pressed tens of millions of times a day. The challenge isn’t reaching people, it’s capturing attention. Marketers must create content that resonates and engages their target audiences – cutting through digital noise to secure that vital share of attenti... See more

Attention is a precious resource, just like time and money. Anytime you ask people to listen to what you say or read what you’ve written, you’re asking them to spend both their time and their attention on you. You’re asking them to give you some of their resources. What are you giving them in return? Whenever people are asked to expend any of their

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