Interviews and insights to help tourism businesses become remarkable.

How do you get your customers to pay attention?

You’ve asked yourself this many times. At the very least, if you are a tourism business owner, manager or marketer, you’ve asked a variation of this question.

Have you ever considered that ‘pay attention’ literally means pay with attention?

Here’s where the problem lies in your ads. Because you are paying for these ads, you are lulled into a false sense of security. You feel like you are bringing value to the table.

When in fact, you’re paying the publisher or intermediatory.

You want people to pay attention to your ads, but you don’t trade anything of value for their attention.

Attention is a precious resource since our brains are cluttered with noise. Smart marketers make it easy for those they seek to work with, by helping position the offering in a way that resonates and is memorable.1

People aren’t scrolling through Facebook waiting for your ads to come up. They’re catching up with family and friends, getting inspiration for their next holiday or looking for entertainment.

You are attempting to interrupt them. If you are lucky, you will succeed, and the audience will pay attention to your content.

What are you giving in return when they pay-with-attention?

Stop the constant barrage of crap content, and give your audience something worthy of paying attention to.

Think about – I mean, deeply thinking about – who your audience is and what they want. Serve them, not your ambitions. And your ambitions will be served.

THIS IS MARKETING: YOU CAN’T BE SEEN UNTIL YOU LEARN TO SEE by Seth Godin

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