Attention At Any Cost? 💲👁️
I’ve written 33 books.
Most of them, you can purchase for $25 or less out-of-pocket (including my free books, that’ll ask you for $9.95 shipping & handling).
I used to run a ton of ads to sell these books. I still do, but less than I used to — for a specific reason.
The main offering over here is Work On Your Game University. That’s the only place I do any coaching or hands-on work with anyone.
The investment for Work On Your Game University is in the thousands of dollars, depending on how much of my attention you want.
How this relates to the ads for my books: The ads were filling up my customer and prospect lists with $25 (and less) people. People who’d never invest thousands into their personal or professional development.
In other words, people who were not serious prospects for Work On Your Game University.
Well, it’s still a sale, you may say.
You can simply filter through all the $9 people and find those who ARE serious prospects!
This sounds good — in theory.
Here’s the reality.
Shipping books costs time and money. Someone has to do it, and they must be paid.
Sending emails — every single recipient — costs money.
Back-and-forth conversations with people who didn’t receive their book shipments takes time (the more you sell, the more this occurs).
All for what? $9?
Oh — the $9 person may one day be a $10,000 or $20,000 person!, you counter.
Theoretically, true.
But again, real life tends to differ from the lab test.
I’ve been in sales for over a decade. And I’ve been alive for longer than that.
Here’s what I know to be true: Few people start off in one place and end up in another.
By the time we reach adulthood, most people aren’t changing. People just get older. Same mindset, same behaviors, and with more justifications and explanations for why they are who they are.
Look around. You’ll see it.
The point: Betting on frogs turning into prices is bad business. $9 people don’t turn into $50,000 people. The next person who converts one successfully will be the first.
So.
What if we could go straight to the higher-ticket prospects and deal only with them? Or at least a higher percentage of them?
If we sell books, great. But selling books isn’t the goal. Our focus is the University.
All prospects are NOT of equal value.
All attention is NOT weighted the same.
I’m always on the lookout for a better and more effective way to target and attract our ideal prospects. Not just anyone whose attention I can grab.
There’s a whole game plan behind this.
***
Pop singer Taylor Swift is currently dating an NFL player.
According to reports, Swift’s presence at her beau’s games — she’s the current biggest name in music — is bringing more eyeballs to the NFL. The league is happy about that, and many fans seem to think it’s good for the same reason.
At the same time, NFL Hall Of Famer Deion Sanders, one of my all-time favorite athletes, is coaching at the University of Colorado.
Similar to Swift, Deion’s presence in college football is bringing more attention to the game, specifically to the teams Colorado plays against. Most people seem to agree that this is great, as attention is the name of the game.
Generally, these people are correct: The NFL and NCAA — and Taylor Swift and Deion — all operate within an attention economy. The more attention, the better, regardless of why or from where it comes.
However, your economy may not be the same as theirs.
This all-attention-is-good-attention mindset reflects the pervasive idea in today’s society: Anything that brings you more attention must be good, because look at everyone watching you!
This is why people do silly dances on TikTok (looking at some of you parents who’ve fallen into the matrix).
It’s why females take their clothes off for Instagram (I’m not complaining; you used to have to pay for soft porn).
It’s why people tend to equate social media followers with dollars (far from reality).
As I told you, not every prospect / customer / client carries the same value. Out of 100 prospects, one of them could be worth more than the other 99 put together. Attention is not just attention. Attention at all costs should not be your goal unless you have a clearly-articulated reason for it (“hope” that someone becomes something that they’re not is NOT a clearly-articulated reason, by the way).
This is doubly true if there are levels to what you offer (i.e., a $9 book vs a $10,000+ program).
Double this truth again if your process for drawing attention costs money that comes out of your pocket. You can’t afford frivolity.
All of this is part of the big-picture strategy that should be guiding your business practices. Strategy is one of four pillars we focus on in Work On Your Game University, the ONLY place I do any coaching.
Do you want to sharpen your game plan for your business and how it operates?
Then get started here: http://www.WorkOnYourGameUniversity.com
