the Friday edition - the one after the debate

Attention is the most valuable currency.

Companies that get their target market and figure out how to resonate with them make money." (from Wynter.com's amazing playbook)

Not everyone has a vested interest in US politics, but seeing this week’s viewer turnout is worth examining. 67.1 million people tuned in. A 31% increase over the debate between President Biden and former President Trump.

Without any need to dive into politics, as business leaders, there's always a lesson for us.

People will pay attention when...

They are trying to ease pain or increase pleasure.

They are looking to align with something and feel an initial connection.

They are making a decision.

Regardless of the outcome of the debate, these are really important reminders for us, for our brands if we want more attention in a very noisy world.

Almost every client I work with is working on improving their communication. So, I thought I would share some of the conversations we're having to improve results.

When you write anything, there are a few keys to keep in mind:

1. Is it a story? Is it compelling?

2. Who is the hero in the story? (hint: it shouldn't be us)

3. Can your Ideal Client/Avatar see themself in the story?

4. Can they see how you can help them survive or thrive?

5. Do you get them to say yes as they are reading/viewing?

6. Do you give them a clear path to greatness/a clear way to take the next step?

Several of these are inspired by the work of Donald Miller, David Meerman Scott, and Robert Cialdini.