Table of Contents
Thank You
To my parents, Ken and Elaine, for their endless encouragement, support, and sacrifices that enabled me to achieve the success I have today. To my wife, Doreen, for believing in me and supporting me in this crazy adventure called entrepreneurism. This book is made possible because of you. Thank you.
Get My Attention!
Before we get started, Id like to pose a challenge for you to consider while reading this book. It will be interesting to see if you take me up on it, and, of course, if you can do it!
Think of a unique way to get my attention. It has to be more than writing a blog post, Tweeting me, or anything simple like that. Find a way to get my attention beyond all the typical ways most people use. If you can do it, Ill send you a signed copy of this book (you can give this copy to a friend). I will also give you a private, no-cost one-on-one consulting session over the phone. But wait, theres more! If you can truly, truly impress me and get my attention, Ill also include a free prize!
You can do it. Use the stories and techniques in this book for inspiration. Be creative and good luck! All the information you need to get started can be found at AttentiontheBook.com.
Jim Kukral
PARTI
Attention Marketing
ANYONE CAN GET attention, but not everyone knows how to make a pile o cash or a ton of publicity from it. Case in point, you could dress up like a circus clown and walk around your office Monday morning in an attempt to get your boss to notice you, finally, and sure, everyone would notice you. However, youd probably just be fired, and thats not the promotion you were looking for.
You may also try standing up in an airplane and yelling BOMB! while clutching your laptop. Yep, that would get a lot of attention from the airline attendant who had been ignoring you, but again, thats probably a one-way trip to a back room in some dungeon filled with FBI agents, when all you really wanted was some pretzels. Not a good plan either.
You can strip naked live on the Internet and expose yourself to the globe in hopes of getting the word out about your new consulting services. Sure, youd probably get a lot of views, and possibly some wedding proposals, but would you get any business out of it?
The point is... its easy to do something stupid to get attention. However, is that really the smartest way to go about being noticed? Absolutely not. Youre not dumb, so trying to do something dumb to get what you want is, well, dumb!
The big questions that are going to be addressed in this book are: How do you get attention that helps you? And how do you use that attention to help you benefit in some way for your business or brand?
If you can master the art of successful Attention Marketing, youll find an entire world of crme-filled, juicy goodness waiting for you.
A world where you dont have to pay for advertising anymore.
A world where everyone knows your brand.
A world where people walk up to you on the street, shake your hand, and say, Youre that guy!
A world where you have any job or career you want.
A world where you can leverage your fame into business deals and long-lasting relationships
How does all of that sound? But wait, theres more!
Getting attention isnt anything new. Since the dawn of time, successful people have learned how to harness the power of Attention Marketing for their own benefit. From billionaires to real-estate moguls to circus performers all the way to regular nonfamous people who just happen to be great at getting attention. So if they can do it, why cant you? The answer is that you can do it! You just have to be properly educated, inspired, and motivated to get it done. As the title of this book says: This book will make you money!
Have I got your attention yet? Keep reading.
This is important! Attention = Revenue! Heres a little secret. The original title of this book was Attention = Revenue! However, the publisher finessed it a bit. I guess they thought the new title would get more attention.
Attention does in fact equal revenue. Its absolutely true! If you can find ways to get attention for your business or brand, you can translate that into revenue one way or another, and darn it, Im going to prove it to you in this book.
Please dont get caught up on the word revenue in terms of dollars only. Revenue can be defined as many different things. It can be things such as leads, or publicity, or even accomplishing a minor goal like getting the attention of one person in the world. The following is a list of some other things that can be considered revenue:
Subscribers for your podcast or blog.
E-mail signups.
Being asked to speak as an expert at a conference.
Being featured on television, radio, or someone elses web site or blog.
A book deal with a major publisher.
Leads for your sales team.
Twitter followers and Facebook friends.
YouTube channel subscriptions and video views.
LinkedIn connections.
Better career or higher paying job.
Landing a new fancy client.
Being quoted in the New York Times or the Wall Street Journal.
Remember, these can be many little things that can lead up to big things, so lets not assume we always have to hit the home run to measure success. We dont. In fact, its more likely that the little hits will power you through to the winning run at the end of the game first.
So Who Are You?
Youre probably a small business owner, blogger, entrepreneur, or executive who has had enough of books that dont really show you how to do things. Maybe youre in a job you love at a company that finally has to find a way to use the Web to generate success. Maybe you just want to find a way to pay for your kids college education without having to slave at a job you hate for years with hardly any real pay.
Its time to get started on the path to success. Attention! will get you there.
No More Apologizing
FIRST THINGS FIRST, if theres one thing we have to get into your head this very second its that you have to stop apologizing for wanting to make money.
Someway, somehow, we have to get you to stop listening to the countless hoards of other experts, gurus, and social media purists who want you to believe that being successful online is all about building community and having passion. Sure, those things are important, but lets be honest. At the end of the day, those are the means to get to the real goal; the real reason you are reading this book. The deep down dark secret that perhaps you dont want to admit to yourself or are afraid to admit in public is: YOU WANT TO MAKE MONEY!
Are you ready to get started? Lets go.
Dont You Want to Be That Guy?
SCOTT GINSBERG HAD an idea one day, What if I put on a name tag and wore it all the time? I mean all the time, day and night. Would people respond to me differently? Would it change anything? Little did Scott know at the time that it would change everything for him, and for the future legions of his fans who found inspiration and success from his example.
That day was monumental for Scotts life and career for two reasons. First, it was the day he created the attention getting idea (the easier part) and second, because it was the day he acted on it (the much harder part).
