I'm often put on the spot either in a business meeting with a client, on stage speaking to a live audience, or on Ustream (live video) with the question that goes something like this: "Okay Jim, so how do I make money once I have the attention?" Um ... If only it was that easy.
It's ironic that I'm writing a book on the topic of getting attention to drive revenue and publicity, yet when put to the test in a business meeting or social situation, I'm often out of ideas on the spot. People seem to think that attention-getting ideas just fall out of the sky and into your head and vomit out of your mouth in an exorcist type of way.
Quite the opposite is true. There's a reason why only a certain amount of people and businesses excel at getting attention and that is because it's hard.
As Seth Godin mentions in his inspiring book, The Dip, if you can get through the dip, in other words, the hard part, then you can rise to the top of the curve, and that's where excellence happens. That's when average becomes remarkable. In addition, when you become remarkable, the money has a much better chance of flowing your way. The bad news is that coming up with the idea is the hard part. We all can't just come up with the greatest, smartest, most inspiring, intelligent, attention-getting idea at the drop of a hat all the time.
The good news is that it's learnable. If you follow the right exercises and learn the right way to think, you're more able to be that ...