Author Q&A

What's the problem?
Audiences—customers, prospects, employees, members, etc.,—are so busy and overloaded with information that they now ignore most of the communication they receive. They delete e-mails without reading. They put print material aside for later, and lose it forever in the pile. They bookmark web pages they never go back to. So if your success depends on reaching people and getting their attention, you can't keep doing things the same old way.

What is the most common mistake made in trying to get an audience's attention?
“Me, me, me.” Too often, people who communicate focus too much on one's own company, products or services, and ignore the needs of the audience. But the audience doesn't care about you; they'll only pay attention if you focus on them.

What's the most important thing to do to cut through the clutter?
No matter how overwhelmed people become, they'll stop and read/listen/watch when the communication is personal and relevant. When you help your audience answer a burning question, solve a problem, or meet a pressing need, they will pay attention.

Is it really that simple?
Yes. But it's not easy to achieve. In order to meet people's needs, you have to really know your audience: what people care about, what they like, what they hate, and what keeps them up at night. That kind of intimate acquaintance takes time and effort. And it won't work if you're superficial or self-serving.

What else can be done?
One key strategy is what we call “recipes,” although it applies to instructions, directions, guidelines, and other categories of how-to advice. People crave a friendly helping hand to help them solve problems and get stuff done. That's why “how-to” is a such a popular phrase. And why a key way to get your audience's attention is to provide a “recipe” that makes at least one aspect of their lives easier.

Where can I learn more?
Visit www.yourattentionpleasebook.com to read the authors' weekly web log, and participate in an online brainstorming session to generate ideas for getting people's attention.

YOUR ATTENTION, PLEASE: How to Appeal to Today's Distracted, Disinterested, Disengaged, Disenchanted, and Busy Audiences
By Paul B. Brown and Alison Davis
October 2006; Adams Business; $14.95 Trade Paperback;
ISBN: 1-59337-687-1