You send an e-mail to 40,000 people, and get 1 response. Or, you run a Groupon deal that brings 1,000 new customers, who never buy from you again. Wonder why?
You got everyone’s attention. They just don’t care.
Now you’ve got a choice: Rend your garments, tear your hair and whine about how stupid the average consumer is these days. Or, you can realize something:
Attention does not equal significance
Getting attention is nice. It gives you a proto-audience: Folks who might stay to listen.
Now, though, you have to show them you’re significant. That’ll get everyone to stick around. Once they do that, you have a chance to reap opportunity. Here’s the whole equation:
Attention + Significance = Opportunity
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