Pay Attention!: How to Get, Keep, and Use Attention to Grow Your Business
- 2h 49m
- Cassandra Bailey, Dana Schmidt
- Business Expert Press
- 2022
“In a world where marketing strategies are endless, Cass and Dana explore a simple yet innovative process on how to ensure sustained attention to your brand. I encourage business owners to provide copies of this book to their marketing teams so they can watch how their mindset and strategies evolve–you won’t be disappointed.” –Ami Kassar, Co-Founder and CEO of Multifunding; Author of The Growth Dilemma: Determining Your Entrepreneurial Type to Find Your Financing Comfort Zone
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.
About the Author
Cassandra (Cass) M. Bailey is the CEO of Slice Communications, founder and current Chairwoman of Social Media Day, Inc., creator of the My Mom Is& children’s book series and has been working in marketing communications for more than 20 years. She believes that integrated public relations, social media, and email marketing efforts are critical for growing businesses and non-profits looking to accomplish their goals. Cass has appeared on Good Morning America, CBS This Morning, and The Today Show and has written for, or been quoted in, Forbes, Philadelphia Magazine, Black Enterprise Magazine, TheNextWeb, and a number of other publications. Cass has also been named as a “Rising Star” by the Women’s Business Enterprise National Council (WBENC) and received the “Brava” award from Philadelphia Smart CEO.
Dana M. Schmidt is the Chief Strategy Officer at Slice Communications. Driven by her passion for digital marketing, Dana champions brand storytelling across social media, PR and email platforms. Dana’s work has taken her from her hometown in Bucks County to New York City, to Denver, and back to Philadelphia––and even earned her an Emmy award along the way for her work on the “Women and Girls Lead” series at Rocky Mountain PBS.
In this Book
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Testimonials
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Introduction—Getting, Keeping, and Using Attention
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The Five Types of Attention—Understanding Why Attention is the Key to Your Business Success
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The Six Audiences Who Matter—The People Whose Attention You Need
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Messaging at the Core—Centering on What People Need to Know
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The Five Types of Compelling Content—How to Change Your Ideas Into Content
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The Four Ways to Bridge Your Content—Moving People Through the Types of Attention to Create Business Growth
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The Power of Surround Sound—Why One Touchpoint Will Never Be Enough
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Getting Alignment—How to Ensure Your Internal Stakeholders Are on the Same Page
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Making a Plan—Making Sure Your Marketing Strategies Are Actionable
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Measuring Success—Marketing Will Always Be About Learning and Changing
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Building a Marketing Team—A Strategy Is Only as Good as the People Who Execute It
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When You Don’t Want Attention
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Becoming an Attention Marketer
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Getting Started With Your New Role
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Glossary
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References
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Resources
