Shouting for Attention

As the internet gets noisier, more people are choosing to shout for attention - relying on gimmicks or compromising their point of view - to give themselves what they think is a better shot at the result they want.

But that attention, if they get it, is going to come at the expense of their ideal customer.

Because they’re communicating that whatever goal they’re trying to achieve - gaining followers, subscribers, downloads, or revenue - is more important than the people they want to serve. As a result, the whole endeavour rings hollow and inauthentic.

The unfortunate truth is that when you shout for attention, it’s almost never useful. You may attract a bunch of new followers, but it’s unlikely they’ll ever be serious prospects. Your material may get a lot of comments, but they won’t be very valuable - and very few, if any, of those people will engage with anything else you create.

Luckily, you don’t need to shout for attention - because no amount of attention you can receive will change the fact that effective marketing is a long-term game.

Nothing you do today will have an immediate payoff - but weeks and months from now, customers will know of you, understand you are a credible authority, and come to you when they have the problem you solve.

If you don’t want to be tempted to shout for attention, or compete with those that are, there are plenty of other marketing channels you can utilize to demonstrate your expertise and genuinely help your ideal customer. Owned media channels, like newsletters and podcasts, are far less ephemeral than other platforms, delivering greater value over time; engaging in groups and communities in your market is a great way to build new relationships organically.

No matter which channel you choose, continue broadcasting helpful messages focused on your ideal customer, and you’ll eventually find that there is no noise - just prospects hearing your signal.