Pay attention! : how to get, keep, and use attention to grow your business / Cassandra M. Bailey and Dana M. Schmidt.

Format:

Book

Author/Creator:

Bailey, Cassandra M., author.

Schmidt, Dana M., author.

Language:

English

Subjects (All):

Marketing.

Branding (Marketing).

Physical Description:

1 online resource (192 pages)

Edition:

1st ed.

Place of Publication:

New York, NY : Business Expert Press, 2022.

Summary:

Getting, keeping, and using attention is one of the hardest and most important challenges for marketers today. People's attention is being pulled in a million different directions by social media, podcasts, TV, Facebook/Instagram, family, friends, politics, the list goes on. Marketing veterans Cassandra Bailey and Dana Schmidt have developed a simple model that any business or nonprofit can use to identify which types of attention they need and create plans to go get them. In a step-by-step process, the authors outline the five types of attention, six potential audiences, three parts of messaging, five kinds of content, four bridges to move people, and a surround sound approach to pull it all together. The result is the one thing all brands need today: Sustained attention from the people who matter most.

Contents:

Part. I Strategy. Chapter 1. The five types of attention. Understanding why attention is the key to your business success ; Chapter 2. The six audiences who matter. The people whose attention you need ; Chapter 3. Messaging at the core centering on what people need to know ; Chapter 4. The five types of compelling content. How to change your ideas Into content ; Chapter 5. The four ways to bridge your content. Moving people through the types of attention to create business growth ; Chapter 6. The power of surround sound. Why one touchpoint will never be enough

Part II. Execution. Chapter 7. Getting alignment. How to ensure your internal stakeholders are on the same page ; Chapter 8. Making a plan. Making sure your marketing strategies are actionable ; Chapter 9. Measuring success. Marketing will always be about learning and changing ; Chapter 10. Building a marketing team. A strategy is only as good as the people who execute it ; Chapter 11. When you don't want attention ; Chapter 12. Becoming an attention marketer ; Chapter 13. Getting started with your new role.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

Description based on period record.

Other Format:

Print version: Bailey, Cassandra M. Pay Attention!

ISBN:

9781637422656

1637422652

OCLC:

1330936087