Do I now have YOUR attention?

Advertising must be among the most common business models and methods of marketing. I am constantly bombarded by advertisements. While watching TV the commercials are obviously higher volume and more urgent than the TV show, in spite of any laws regarding volume control. If I want to view a video clip on a news website, I have to watch as much as a 30-second commercial before I can move on. YouTube delivers up all kinds of things for me to watch based on my past browsing history, but often I have to watch 3 to 5 seconds of a commercial. I can pay a subscription service for some streaming channels, but still I will get exposed to advertising. The subscription may only apply for “special” content and not the general feed.

I don’t hate advertising, but I’m not a big fan. It is everywhere. I will be watching TV and quickly learn, based on the ads shown, that I should or should not be watching this show. I do not wear a bra or use deodorant on every part of my body. I don’t wear makeup. I don’t know if I should go see a doctor because I have all those symptoms, or be grateful that I’m not that sick.

If I am reading a story on a website, I am barraged with constantly changing messages on the fringes and popups, some of which you have to wait to be able to dismiss. And, good luck finding the dismiss portion of the ad. I often take screen shots of materials for a newsletter to a trade association (and provide proper citing to the original source). The new feature of Apple Safari to remove distracting items is great for this and to eliminate the distractions in general. During my morning meditations, it is awfully distracting to have messages from e-commerce sites jiggling around on the fringes.

A couple of decades ago, I was taught (and learned) that it takes 5 attempts to get the attention of a buyer and most sales people stop trying after 2-3. It is much worse now. I was listening to a podcast (podcasts are now offering advertising at the beginning, middle, and end) and it was suggested it is 9 times harder now to get people’s attention. The speaker indicated that it is now 9 times 3, 27 times that someone needs to be barraged before they notice and pay attention.

In writing advertising copy and even emails, it is often recommended to use the AIDA approach.

Grab ATTENTION; Create INTEREST; Encourage a DESIRE, to Take ACTION.

I recognize a few challenges with this that many small and medium business don’t always understand. 

  1. Who’s ATTENTION do you want to get? Recently my grandson was properly using my pocket Leatherman tool for a Lego construction project. But, then he pulled out the knife and was about to grab it in such a way that the blade would cut the palm of his hand. You can bet I shouted loudly to get HIS attention. He was right next to me and the loud, intense, urgent voice was obviously directed at him. He stopped immediately and learned a lesson from Papa. Earlier I mentioned I get exposed to commercials that are not for me, especially when I am watching a program together with my wife. I am not the intended audience for those commercials. They are quite expensive and are missing the mark. They are more like READY—FIRE—AIM of a shotgun, than the AIM—READY—FIRE approach of a sniper from hundreds of yards away. Make sure you know very specifically whose attention you want to get and where they are to be found or you are wasting lots of time, energy, and money.
  2. Following up to develop INTEREST in watching, listening, or reading further can be difficult. People love stories and suspense is a great way to get them to go a bit further. That is especially true if the person can identify, emotionally, with the story and the characters. This is often where the problem or pain is described. It’s where the challenge that must be overcome is described. It could be a house that needs decorating, laundry with stains, clothes that smell, dust that is accumulating, pets that are suffering, children that are emaciated.
  3. Now, follow up with creating a DESIRE to fix the problem, overcome the challenge, help the suffering. Help the intended audience to understand how much better they will feel, or look, or be when they get to the other side by —
  4. Taking URGENT ACTION. Donate NOW. Call NOW. Special offer for the first 100 people. Only available for the next 10 minutes. I can feel the tension in my body as I write this. 

What URGENT ACTION should you take? Think about this every time you post on social media or type an email or text.

If you’d like to work with a business coach to find a better path forward for your business, that is simpler to understand, and can be operated clearly, let’s talk

Below are a couple of GEMINI resources I checked with along the way. If you are not using some form of generative AI with access to current web information, you are falling behind in knowledge, skills, and productivity.

GEMINI Queries Used

AIDA is a well-known and widely used model in advertising that describes the stages a consumer goes through when interacting with an advertisement. It stands for:

  • Attention: The first step is to grab the viewer’s attention. This can be achieved through eye-catching visuals, bold headlines, or surprising statements.
  • Interest: Once you have their attention, you need to pique their interest in the product or service. This involves highlighting the benefits and features that are relevant to the target audience.
  • Desire: The next step is to create desire. This means making the viewer want what you’re selling by appealing to their emotions, aspirations, or needs.
  • Action: Finally, you need to encourage the viewer to take action. This could be anything from visiting a website to making a purchase.

The AIDA model is a simple but effective way to think about the goals of advertising. By following these four steps, you can increase the chances that your ad will be successful.

Here are some examples of how the AIDA model can be used in advertising:

  • Attention: A car commercial might use stunning visuals of the car driving through a scenic landscape.
  • Interest: The commercial might then highlight the car’s fuel efficiency, safety features, and spacious interior.
  • Desire: The commercial might show how the car can make the viewer’s life easier or more enjoyable.
  • Action: The commercial might end with a call to action, such as visiting a dealership or going online to learn more.

The AIDA model is a versatile tool that can be applied to a wide range of advertising campaigns. By understanding the psychology of the consumer, you can create ads that are more likely to convert viewers into customers.

You’re right to think about advertising revenue as a key part of many business models. Here’s a breakdown of some common models where it plays a big role:

1. Traditional Media

  • Television: Think of major networks (NBC, CBS, etc.) and cable channels. Their primary model is selling ad slots to businesses during their programming.
  • Radio: Similar to television, radio stations rely heavily on selling airtime for commercials to generate revenue.
  • Print Media: Newspapers and magazines sell ad space within their publications. This model has faced challenges with the rise of digital media.

2. Digital Media

  • Social Media Platforms: Facebook, Instagram, Twitter, and others rely heavily on targeted advertising based on user data.
  • Search Engines: Google’s main revenue source is advertising displayed alongside search results.
  • Websites and Blogs: Many websites and blogs generate revenue by displaying ads, often through networks like Google AdSense.
  • Streaming Services: Some streaming services, like Spotify and Hulu, offer ad-supported subscription tiers where users access content for free but with ads.

3. Other Models

  • Mobile Apps: Many free mobile apps generate revenue through in-app advertising.
  • Gaming: Free-to-play games often include ads or offer in-app purchases to remove ads.
  • Content Aggregators: Websites or apps that curate content from various sources often rely on advertising to monetize their platform.

Key Considerations

  • Target Audience: The effectiveness of advertising revenue depends on reaching the right audience for the ads.
  • Content Quality: High-quality content attracts a larger audience, making the platform more appealing to advertisers.
  • Ad Placement and Format: Strategic ad placement and engaging ad formats can increase revenue.
  • Data and Analytics: Tracking ad performance and user engagement is crucial for optimizing ad revenue.

Advertising revenue is a significant component of many successful business models, particularly in the media and technology sectors.

A friend of my father was a fan of opera. I am not. But I recall one of his favorites was sung by Leontyne Price and had a name similar to the topic of this post. I was right. Radamès chooses love over duty.

The opera you’re thinking of is likely Aida itself. It’s a famous opera by Giuseppe Verdi that premiered in Cairo, Egypt, in 1871.

Here’s a bit about it:

  • Setting: Ancient Egypt
  • Plot: A love triangle between Aida, an Ethiopian princess captured and enslaved in Egypt; Radamès, an Egyptian military commander; and Amneris, an Egyptian princess. The story involves themes of love, duty, betrayal, and sacrifice.
  • Famous Arias: “Celeste Aida,” “Ritorna vincitor,” “O patria mia.”

Aida is a staple of the operatic repertoire and is known for its grand scale, powerful music, and dramatic story.

Accelerating Start to Finish: Align 7 Forces for Business Success

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