CHAPTER 1

Earn Attention

Blah blah blah. . . .

That's the sound most consumers hear when companies market their products. Today, consumers expect—no, demand—more from businesses than mere slogans and stale advertising campaigns. Even so, most companies struggle to effectively communicate even the most essential messages in order to differentiate their brand in a crowded, confusing marketplace.

How Do You Earn Attention?

The easy answer is to do the opposite of what most everyone else is doing. That means don't deliver clichéd, boring content, written only for robots (search engines). It's unsustainable for you and your brand as well as frustratingly futile for the audience you're trying to reach. The answer is to speak human, engaging your audience, ...

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