How many people do you know who have read every single Harry Potter book? Cover-to-cover? Multiple times? People love reading.
You need to treat everyone who could potentially see you on social media like your boss giving you an annual performance review. You need to build their trust. You need to speak their language. You need to meet their expectations. You need to earn their respect.
You must put money in to get money out. There is never, ever a time when you are big enough, popular enough, successful enough, or wealthy enough to throw away the money-making machine. For as long as your business thrives, you will—you must—invest in advertising.
Think President Trump won the election because Russian hackers co-opted Facebook memes? The algorithm has millions of results for you. Whatever information you crave, the algorithm is specifically designed to churn it out in your Facebook feed, your Google search results, and your top Twitter posts.
While your competition is crafting content with boring facts no one cares about, you’re serving people your message wrapped in the gossip and groupthink they’re obsessed with. It’s a pretty simple concept. In execution, however… it’s complex.
Your audience immediately disengages because your content betrays you as an outsider. It’s in all the subtleties of syntax, valence, and word choice. Your message is, strictly speaking, comprehensible… but it is not engaging. Why? Because it’s written in a foreign tongue.
Loyalty is an undying allegiance—”for better or worse… till death do us part.” If that kind of brand fealty was possible, you’d never need to run another ad campaign again. But you do… why?
Leadership is learned in the crucible of experience. It comes through risk, trial and error, perseverance, and hard-won success. There’s no shortcutting that. There’s no book or webinar or 10-step program that will teach it.
You are in a war for attention. You are flanked by opponents who will steal your most precious resource. Every ounce of attention they win is a loss you suffer. If the long and gruesome history of war teaches us one thing, it’s that the big guy doesn’t always win. What you need is asymmetric warfare.
Competition used to be limited to “direct competitors” within a single market—and the internet burned that idea to the ground. But that was only the first step in the digital revolution that upended the attention economy. While the internet radically transformed the nature of competition, smartphones forever altered the nature of attention itself.