How to Compete For The One Thing That is Finite: Attention
Patrick McFadden • June 17, 2013
If you’re in business I’m sure you’ve noticed the clutter, the noise, and the disruption. We have more media, movies, TV channels, apps, radio stations, and podcasts. More news sites, blogs, and, of course, Facebook, Twitter, Pintrest and LinkedIn, not to mention even newer social media tools.
What this means is that competition has never been greater. There are more people, products and services competing for the one thing that is finite: other people’s attention. Competing in business today means you must earn the attention of the consumer. For some of you who are traditional, this type of marketing you aren’t use to. You’re use to paying for attention, through TV ads, radio ads, magazine ads, newspaper ads etc. not earning it.
Here are four strategies that will help you compete for the one thing that is finite:
- Develop a stage (platform). This is a digital property you own and control. It is where your loyal listeners, fans, and readers come together. It can be as simple as a podcast, newsletter, forum, blog or as complex as a self-hosted community. No matter what it is, it’s where you direct all internet traffic. Why? Because this is the place where you can best sell your ideas, services or products. You control the microphone and determine who has backstage access.
- Comment on other blogs. Yes, you can actually capture the attention of people and direct that traffic with a smart commenting strategy. That strategy is this: only leave compelling, remarkable and valuable comments. The secret is that blog comments ultimately lead to relationships. That many of the people who comment on blogs are also either listeners, readers, bloggers, customers, or a meaningful connection. They simply have more motivation to take the time to comment.
- Join interest groups. Think about it. The attention of the person you want to meet or need to meet may be in an interest group. The goal should always be to learn, share , and engage in conversations that lead to a in person interaction. Engagement with other people is key because that builds brand awareness, brand visibility, and top-of-mind positioning.
- Have two-way conversations. I think we all know you must go where the people are because that’s where the money is. In days gone by, people gathered in the marketplace at the center of the city. Today, they gather online in places like Twitter, YouTube, Facebook, LinkedIn, and Google+. Which platform is best? The one you’ll have the most two-way conversations. Create engagement
Question: How do you compete for other people’s attention?
Understanding platform intent, sales cycles, and what actually works in high-ticket home services
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.
Most marketing firms talk about tactics. We help our clients see the bigger picture.
