Here are the words that reached out of my PC this morning and slapped me upside the head:
- You can buy attention (advertising)
- You can beg for attention from the media (PR)
- You can bug people one at a time to get attention (sales)
- Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.
The only thing I’ll quibble with is the third bullet which I believe should refer to traditional sales. The philosophy represented by the above four points SCREAMS, “E-Rep!!!” An E-Rep is all about earning attention. I intend to keep beating this drum. All of we sales types, all of we “H-Reps” need an “E-Rep,” our own personalized electronic alter-ego.