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Your Attention Please: How to Appeal to Today's Distracted, Disinterested, Disengaged, Disenchanted, and Busy Consumerby Paul B Brown
Synopses & Reviews
At this moment, hundreds of thousands of business professionals are struggling with something they're writing--customer e-mails, sales proposals, press releases, marketing, or ad copy. No, they don't have writer's block and they certainly know how to construct a sentence. So what's the problem? The audience they're writing for is going, going, gone... . Today's consumer doesn't want to read anymore--they're already overwhelmed by overflowing e-mail, millions of Web pages, and 24/7 news proliferation. Your Attention, Please, is the new strategy guide for reaching to the reluctant reader. It shows beleaguered communicators who the new audience is, how to engage them, and how they must write differently--or risk losing mindshare and marketshare.
"Keep it 'Short. Simple. Sweet,' Brown (Customers for Life) and Davis, an employee communication consultant, advise business professionals in this cheery but disheartening primer on reaching an American public suffering from 'brain overload' and 'attention deficit trait.' The authors' recommendation: treat every potential reader or viewer like a restless teenager. There's plenty of commonsense advice — keep information easy to digest, break up communications into bite-size bits, directly address consumers' desires and understand your audience. But it's hard not to recoil at the implication that all of today's consumers are scatterbrained or at the authors' impossible suggestion to 'love your audience members unreservedly.' And no, business professionals can't fake it: their 'love has to be real — not manufactured or manipulative — and unconditional.' While keeping prose at the recommended seventh-grade level, business people must communicate in an 'authentic voice... it should be the real you.' Laid out in bullets, sidebars and extra-wide margins, this basic volume is for professionals with as little patience with prose as their target audience." Publishers Weekly (Copyright Reed Business Information, Inc.)
This new strategy guide reveals how to reach the reluctant leader, showing beleaguered communicators who the new audience is, how to engage them, and how they must write differently or risk losing mindshare and marketshare.
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