Personal MBA: Grabbing Attention

Personal MBA: Grabbing Attention

Grabbing a potential customer’s attention is vital to the success of any business venture. But, as Kaufman states, “Rule #1 of marketing is that your potential customer’s available attention is limited.” We all know this to be true, and in our minds, we constantly filter out all of the incoming information that doesn’t interest us. This reality has many implications for the tactics and strategies of a marketing campaign, and many things must be considered to ensure that you not only grab someone’s attention but the right someone’s attention.

Kaufman explains that anyone can grab people’s attention, but as an entrepreneur, “You want the attention of prospects who will ultimately purchase from you – otherwise, you’re wasting your time.” To protect against this wasted effort, one aspect of your target audience worth investigating is their receptivity to your particular product or service. According to Kaufman, “Receptivity is a measure of how open a person is to your message.” An example he gives is that an ethical vegan isn’t going to be interested in anything pertaining to the consumption of red meat no matter how hard you try, so don’t even bother. There are over 300 million people in this country, and with the power of the internet, we can expand the reach of many goods and services to the billions. There are a ton of people out there who, for one reason or another, would be inclined to buy your product or service. It’s the entrepreneur’s job to not only come up with a compelling and engaging message that grabs their attention but also to identify the particular characteristics that make certain people more receptive to that message.

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