Pay Attention! How to Get, Keep, and Use Attention to Grow Your Business

Getting, keeping, and using attention is one of the hardest and most important challenges for marketers today. People’s attention is being pulled in a million different directions by social media, podcasts, TV, Facebook/Instagram, family, friends, politics, the list goes on.

Marketing veterans Cassandra Bailey and Dana Schmidt have developed a simple model that any business or nonprofit can use to identify which types of attention they need and create plans to go get them. In a step-by-step process, the authors outline the five types of attention, six potential audiences, three parts of messaging, five kinds of content, four bridges to move people, and a surround sound approach to pull it all together.

The result is the one thing all brands need today: Sustained attention from the people who matter most.

Cassandra (Cass) M. Bailey is the CEO of Slice Communications, founder and current Chairwoman of Social Media Day, Inc., creator of the My Mom Is… children's book series and has been working in marketing communications for more than 20 years. She believes that integrated public relations, social media, and email marketing efforts are critical for growing businesses and non-profits looking to accomplish their goals. Cass has appeared on Good Morning America, CBS This Morning, and The Today Show and has written for, or been quoted in, Forbes, Philadelphia Magazine, Black Enterprise Magazine, TheNextWeb, and a number of other publications. Cass has also been named as a “Rising Star” by the Women's Business Enterprise National Council (WBENC) and received the “Brava” award from Philadelphia Smart CEO.

Dana M. Schmidt is the Chief Strategy Officer at Slice Communications. Driven by her passion for digital marketing, Dana champions brand storytelling across social media, PR and email platforms. Dana’s work has taken her from her hometown in Bucks County to New York City, to Denver, and back to Philadelphia––and even earned her an Emmy award along the way for her work on the “Women and Girls Lead” series at Rocky Mountain PBS.