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Earn It

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Earn It

Unconventional Strategies for Brave Marketers

Page Two Publishers,

15 min read
8 take-aways
Audio & text

What's inside?

Many marketing techniques do little more than alienate potential customers. Learn how to earn attention the right way.

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Editorial Rating

8

getAbstract Rating

  • Applicable
  • Engaging
  • Inspiring

Recommendation

Many marketers try to hijack or steal an audience’s attention with clickbait tactics and disruptive paid advertisements. However, as marketing expert Steve Pratt explains, such techniques won’t garner potential customers’ trust and, indeed, will likely undermine your brand by annoying or angering them. Learn how future-focused companies are standing out from the crowd with new, unexpected forms of content and winning over audiences who’d rather pay than see ads. Written in a compelling, off-the-cuff style, Earn It will inspire your team to shift its mindset and create a better marketing strategy.

Summary

You must earn your audience’s attention. You can’t just buy or hijack it.

Marketers are after one thing: attention. But consumers don’t give their attention away easily. So, many marketing teams resort to manipulation tactics, tricking audiences into clicking on content they’re not interested in or bombarding them with disruptive paid advertisements. The problem is, in the long term, such tactics create resentment. Potential customers don’t want you to annoy them with interruptions that fail to add any value to their lives. To get the attention you seek from your desired target audience, you need to think outside the box and “earn it!”

Build trusting relationships with your targets with the “Do the Opposite Framework”:

  • Embrace the mindset that you must earn your audience’s attention.
  • Craft your unique strategy.
  • Create “mind-blowing” content.
  • Measure your audience’s enjoyment of your work with metrics that reflect your specific goals.

To create standout content, find the overlap between what innovation thinker Clayton...

About the Author

Steve Pratt is the founder of The Creativity Business, which helps companies earn attention through differentiated content. He is also the co-founder of the branded podcast agency, Pacific Content.

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