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Attention: The Priceless Commodity of Marketing

Attention MarketingI won a book, Attention! This Book Will Make You Money!. It’s a book about how to use attention-getting online marketing to increase your revenue, by Jim Kukral. I read it in a couple of hours and it held my attention throughout, which is a really good start for a book on this topic!

Jim tells a pretty neat story about his attempt to get the attention of a well-known wealthy guy you may have heard of before – Mark Cuban. It worked, and it’s one of dozens of great examples Jim uses throughout the book of how to seize the attention of your intended audience/reader/consumer. It occurred to me just how important attention is, not only for marketing and earning revenue, but for publishing any kind of message.

You see, if no one is listening, it doesn’t matter how great our message is. If a tree falls in the forest and nobody is around to hear it, nobody really cares whether it makes a sound or not. We’re just glad we didn’t get smashed.

I’ve heard plenty of times, in connection with the church that we should be “entertaining” people, but the very word entertain simply means to hold someone’s attention. Brainstorm with me. How can we get attention in ways that are meaningful, positive, and ethical? For the gospel, for our message, or even for our product, what works? What’s acceptable?

I’m going to address these questions and more over a few posts, but wanted to hear your feedback first. So, how does the concept of attention marketing grab you?

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  1. We are increasingly being bombarded with “messages” of all sorts from all industries, organizations, groups, and individuals. There used to be a time when you could go to a sporting event and talk to the person next to you during breaks in the action. No longer! Every quiet space is filled with multi-media promotion blaring from all corners of the arena.

    “Attention marketing?” Yes, for the marketer it can be a good thing to get creative in getting someone’s attention. But, how about getting back to the basics? That is having a simple, basic message. Shouting for the sake of shouting is a burnout to the consumer.

    You want my attention? Keep it simple, unobtrusive, and not overly repetitive. I get enough spam in my email box. Don’t spam me the moment I step out my door!

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