Rays Marketing Digest – The Attention Issue
One of the most poignant scenes in Author Miller’s masterpiece, Death of a Salesman is when Willy Loman’s wife takes her son to task for disrespecting his father:
“His name was never in the paper. He’s not the finest character that ever lived. But he’s a human being, and a terrible thing is happening to him. So attention must be paid.”
This line has stuck with me since I saw my first production of this play many years ago.
The play, written in 1949 hasn’t lost its relevancy.
Attention at that time was given on a personal level.
You paid attention to the individuals and events that affected your life.
People listened to people who mattered.
Now we live in an era where strangers shout at us for attention.
As digital marketers, we are those strangers.
So, how do we make ourselves matter?
I’ve highlighted some articles I hope will help you connect with your readers in a way that will gain their attention.
And on to this week’s digest:
IDEAS – Hot: A theory of propulsion by Seth Godin
Lead Generation – 3 Ways to know your prospects as well as they know you! by Brooke B. Sellas
Content Marketing – You can still win the content attention wars! Here’s Why by Mark Traphagen
COPYWRITING – 7 Copywriting Secrets To Writing Insanely Addictive Content by Jasper Oldersom
SEO – How to Combine Storytelling and Data to Produce Persuasive Content by Nichole Elizabeth DeMeré
Marketing – 10 Marketing Tips from Father of Marketing David Ogilvy by Alp Mimaroglu
TWITTER – 5 Screenshot Tools to Aid Your Visual Tweets by Ann Smarty
Ray2Go Spotlight – The Medium is Not the Message | Mark Traphagen Interview
Hot: A theory of propulsion by Seth Godin
“Words are a noun, attention is a verb.”
I rarely highlight Seth Godin’s posts since they’re so widely read – and for good reason.
The man is as prolific as he is brilliant.
This post in particular, had me think about how we react to digital content.
“Social media is built on the idea of propulsion. It’s not history, it’s now.
The smartphone isn’t smart, it’s merely hot. Pulsing with the next thing…
..we’re moving from the considered words of a book or even a Wikipedia article to the urgent, connected ideas that propel themselves.”
The article demonstrated why video and podcasts are so popular and why blogging has become such a slog.
I came away thinking,
“Hasn’t there always been a majority of people who would rather read comic books than novels?
Seth gives us an insight to how digital media works and how getting noticed means creating propulsive ideas that matter.
You can still win the content attention wars! Here’s Why by Mark Traphagen
Continuing to ply on the theme of “attention”, Eric Enge and Mark Traphagen address “content shock.
– how to survive it in their latest “Here’s Why” video.
These two guys are extremely busy (follow them on social media and you’ll see).
This “edutaining” video series, speaks to their commitment to create informative and entertaining content.
Here’s a few take-aways…
- You don’t need a huge budget to compete
- Be unique, if not with the topic (that’s hard) then by how you present it.
- Be early on trends and niches
Be sure to catch this series before Eric gets grabbed by Stratford to play King Lear!
3 Ways to know your prospects as well as they know you! by Brooke B. Sellas
Brooke begins her article by giving her opinion on what differentiates “prospects” from “leads”.
Prospect(s): Have shown some sort of interest in your company/product.
– Subscribed to your newsletter
– Downloaded a piece of your content
– Followed you on social media
“Prospects have given you the right to market to them; they’ve opted in.”
Lead(s): Have shown interest AND opened up two-way conversation.
– Requested a consultation
– Requested pricing
– Requested a proposal
Brooke addresses prospects in this post and suggests the best way of getting to know them is to “segment” them by:
- Segmenting your email list
- Segmenting your new subscribers or opt-ins
- Segment by behaviour
This is a great read if you find your email list is not generating any action.
I will be taking another look at mine.
7 Copywriting Secrets To Writing Insanely Addictive Content by Jasper Oldersom
Once someone stops on our content, we only have seconds to keep them there.
If you want to persuade someone to take some sort action with your content, (subscription, purchase etc.) then brushing up on your copywriting skills is a good idea.
Jasper Oldersom takes us through the basics of copywriting that will capture reader’s attention.
There are a few well less known tips here…
- Ask questions.
- Develop a rhythm.
- Always give examples.
- Use future pacing.
- Use Eye-Catching Words.
- Tell a story.
- Use Greased Slide Copy. (I didn’t know what this was until I read the description.)
How to Combine Storytelling and Data to Produce Persuasive Content by Nichole Elizabeth DeMeré
Telling a story with your content is the best, if not only way to make a compelling connection with your audience.
By adding relevant data in the form of statistics, you appeal emotionally and intellectually to people.
This article gives us a examples to back the marrying of data and storytelling in your content.
10 Marketing Tips from Father of Marketing David Ogilvy by Alp Mimaroglu
David Mackenzie Ogilvy was widely hailed as “The Father of Advertising”.
In 1962, Time called him “the most sought-after wizard in today’s advertising industry”.
Like Dale Carnegie, his legacy was given a boost with the onset on social media.
Barely a day goes by on Twitter that a quote of his doesn’t float by our stream.
Alp Mimaroglu gives us a glimpse into Ogilvy’s genius by expanding on some of his most popular quotes.
“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.”
“I do not regard advertising as entertainment or an art form, but as a medium of information.”
“Hire people who are better than you are, then leave them to get on with it.
Look for people who will aim for the remarkable, who will not settle for the routine.”
“Image means personality – Products, like people, have personalities, and they can make or break them in the market place.”
Interestingly, there’s not much mention of storytelling or making emotional connections with people. The last quote seems like the closest.
Informing yourself and selling to an informed public seems to be his main focus. This may have been revolutionary in 1962.
What do you advertising people think?
5 Screenshot Tools to Aid Your Visual Tweets by Ann Smarty
The idea that you must include visuals in your content is a given.
In the attention deficit culture we live in, big blocks of uninterrupted text stand as much a chance of getting read as a novel in a comic store.
Of course deeper content will get read, but usually for people looking specifically for it.
If you want to grab someone’s attention, images take the least amount of time to register a reaction.
As Neil Patel says in his article for Content Marketing Institute: Visual Content Strategy: The New ‘Black’ for Content Marketers.
Twitter has been a little late in allowing the use of images.
Some long time tweeps don’t like it.
Kim Kardashian is not among them.
When I share links on Twitter, I often take the time to copy the featured image from the post then paste it into the tweet.
It takes more time but my analytics show that I get more views and retweets from tweets containing images.
In the featured article, Ann Smarty gives us 5 screenshot tools that you can use for your Twitter content.
Browser Plugins: Take Screenshots & Annotate!
– Capture, Explain and Send Screenshots
– Nimbus (Firefox, Chrome)
– Awesome Screenshot (Google Chrome)
– OneShot (iPhone)
– Twitshot (iPhone and web-based)
Ann ends the post with some tips for curating your visual tweets.
Will have to try that.
One of the marketing influencers I look up to most is Mark Traphagen.
He’s one of few “gurus” that demonstrates through his own content, what it takes to be get attention on the web.
He’s authentic, he experiments, digs deep into data and with co-conspirator, Eric Enge, finds creative ways to share what he’s learned online.
It was a thrill to interview Mark once again on my show.
In this episode, we talked about social media and whether we are allowing the medium to dictate the message.
Our regular panelists, B.L. Ochman, Randy Bowden, Jessica Dewell, and Scott Scowcroft had plenty of wise words to contribute to the conversation.
Thank you for sharing your time with me.
If you need help with your social media strategy or execution, don’t hesitate to reach out to me at: firstname.lastname@example.org
You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud.
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Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com.
My background in business includes non-profit (performing arts), restaurants and Promotions.
Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture.
You can follow me on Twitter @rayhiltz or @image24Call