If You're Curious About These Questions...
You should listen to this audiobook
- Did you know that in an era of infinite content, attention has become the world’s most scarce and valuable resource—and most brands are spending it all wrong?
- Have you ever wondered why traditional advertising like pop-ups and banners no longer works, and what the secret is to reaching an audience that is actively trying to ignore you?
- What if you could move beyond simply 'buying' space and start using a specific framework to earn genuine interest in a world full of ad-blockers?
Listen to Paid Attention — Free Audiobook
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Key Takeaways from Paid Attention
- Understand why the traditional AIDA model of advertising is dead, and how infinite content has made consumer attention a marketer's scarcest resource.
- Learn how to cut through the noise by building an emotionally resonant brand that helps consumers form their social identities.
- Discover why expensive market research fails to capture unconscious buying habits, and how personal customer service provides much better insights.
- Find out why giving consumers too many choices makes them unhappy, and why emotional connection always beats rational product comparisons.
- Master the new rule of modern marketing by offering customers something of genuine value in direct exchange for their limited attention.
Paid Attention — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: With rapidly rising demands on attention today, the traditional advertising model simply no longer works anymore.
Chapter 3: To reach consumers, you must build a brand that truly resonates emotionally with them.
Chapter 4: Rather than relying on market research, learn more about what customers want by connecting with them personally.
Chapter 5: Effective advertising gives customers truly valuable offerings in exchange for their attention.
Chapter 6: In today’s media landscape, authentic, strong content is truly essential for successful advertising.
Chapter 7: So long as your advertising strategy mirrors the shifting media landscape, the future remains bright indeed.
Paid Attention Summary & Overview
How can you get people interested in your brand in an age of ad-blockers, vanishing attention spans and colossal consumer choice? Paid Attention (2015) discusses the fast-changing media landscape, and maps out strategies for success that reach beyond banner placement and pop-ups.
Who Should Listen to Paid Attention?
- Advertising creatives and executives
- Anyone interested in how digitization is changing consumption and attention
- People puzzled by new concepts of communication and behavior
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