Major technology platforms, from Facebook to LinkedIn to YouTube to Netflix to ChatGPT, invest billions of dollars to command as much of our attention as possible. Many companies, especially CRM/AI companies, suggest we pursue the same strategy– if there’s a battle for attention, we have to compete, with automated messages (preferably across different channels and platforms), dense one-pagers that cover everything we do, social media posts and videos with long preambles to increase view time metrics, etc.
What if you could take the opposite approach and provide more value while consuming less attention?
Cut out the fluff and turn the 10 minute video into a 2 minute video? This won’t make you the next popular influencer, but if your goal is to help your ideal clients, this is more helpful.
Don’t make someone (re)enter 10 fields to book the consult meeting– require the 3 critical fields, make the other optional, and don’t make people re-enter all their info.
Don’t expect other folks to spend 5 minutes reading your one pager and another half hour trying to figure out what you really do in a way that you can describe to others– do that for them. You save their attention, and become more referable.
Need help distilling that message? If you’re already using Mimiran, revisit the Mission & Positioning screen, go to the Client Success Story tab, call your favorite client, and work through the story together. (Connect your favorite AI tool for feedback.) If you don’t have Mimiran, you can try the Mission & Positioning tool here, no email required.