How to Capitalize on the Attention Lottery August 24, 2006
Posted by Tim Raines in: business, marketing , trackback
Seth Godin has done it again with a great post on the so-called “attention lottery” and how to make it worth winning.
The problem is that even after you’ve optimized your web site, your mail piece, your ad in the magazine….even after you’ve got the prospect’s attention, you’ve only got it for a short time. Unless your brand is a household name, that prospect may never see your company again. After you’ve won the “attention lottery”, what do you do about it?
The only win I see in the long run is for the winner of today’s attention lottery to earn a subscription (an RSS feed or an email sign up or a podcast subscription) that gives them a chance to be noticed tomorrow as well. Depending on the magic of shuffle for your success is too painful and too unpredictable.
One of the vehicles from the direct marketing world–the business reply card–is a perfect example of this. It allows the prospect to respond without necessarily committing to a sale. “Yes! I’m interested! Send me more info” the reply card often exclaims. The prospect fills out their contact information and the company can now contact them again…and again…in the future.
Of course you should be asking for the sale. But make sure you allow your prospects to ask for future contact. It’s like rigging the lottery.
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