"This is a game of focus."
"Now attention is like a spotlight, and our job is to dance in the darkness."
"The human brain is slow, and it cannot multitask... You get their focus, you take whatever you want."
These quotes are pulled straight from the movie Focus. It's the true wisdom of Apollo Robbins, the con artist mastermind consulted for making the movie. He's called by Forbes to be an artful manipulator of awareness.
While we should A-L-W-A-Y-S be operating out of total integrity, we can't deny there are lots of similarities between the art of con and the art of marketing.
After all, they're both a game of focus.
Your prospects are busy. They have a million things happening in their lives and they're bombarded with hundreds of advertising every minute.
Who cares about what sponsored advertising has to say?
To make it worse, the market is jaded with 2nd grade marketers who want to swipe & deploy other people's ad and call it a day.
So attention is in short supply these days...
To capture your audience's attention, you need to understand what's keeping them awake at 2 am in the morning. Find out their fear, desire, and core needs... Discover their market awareness and the market sophistication.
If you can't answer all these questions, you'll never master the game of focus. Needless to say, the game of marketing.
Now, to be brutally honest with you, the art of focus takes intentional practice to master, and it might not be for you.
Perhaps all you want to do is to focus on what you do best - helping your clients get the best result - and you're not interested in the whole marketing thingy.
That's totally fine.
But someone in your business (or in partnership with your business) needs to master it for you. Just like this: