Don’t Get Flattened on the Attention Superhighway

When we talk about content marketing strategy, it’s amazing how often people think that means:
Can I Haz Moar Peoples!!!
(English translation: How can I get more traffic to my site?)
That’s not new — the quest for eyeballs is as old as online business.
And it does matter. It’s important to have a critical mass of folks who know you exist. Ask anyone trying to get a business off the ground with an email list of 34 people, 8 of whom they’re related to.
You need a big enough audience to allow for a meaningful response when you try out a new content idea, or craft an offer for your product or service.
But there’s no shortage of online publishers with big audiences and tiny businesses. If all you do is stand on the Information Superhighway trying to flag people down, you’re going to get flattened.
Instead, craft a thoughtful, well-designed path. Lead prospects from the noise and clutter of the larger web to a sustained and valuable connection that solves the problems they care about.
Smart business isn’t about gaining a massive amount of attention. It’s about gaining the right kind of attention from the right people … and continuing the journey from there.
Copywriting formulas
When you want to persuade, it’s useful to take a look at the classic “formulas” of copywriting — because copywriting is simply persuasion that takes place (partly or completely) without the help of an individual human salesperson.
Most of these formulas begin with the letter

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