I've never been great at playing the attention game. I know this is coming from a guy who seems to have a lot of followers and subscribers...but hear me out.
I can count on one hand the number of things I've published that felt "viral." A YouTube video, a couple of Twitter threads, one random Reel...that's it.
Now, those viral moments WERE how many followers found me, but they're few and far between. And while it's nice to see those numbers go up, you wouldn't believe how many MASSIVE accounts have a hard time generating any revenue at all.
Our culture is obsessed with reaching new attention. It's obsessed with the flashy vanity metrics of followers, subscribers, and views.
I'm telling you – it's the wrong thing to chase.
The health and viability of your business aren't based on how much attention you can capture—they're based on how much attention you can retain. To take it a step further, it's not even about attention as much as it's about trust.
People buy from those they know, like, and trust.
Full stop.
Capturing attention helps people know you. It might even help them like you.
...but it doesn't guarantee trust.
Trust is a function of time spent with you and how well you've proven that you have MY best interests at heart. It's a tough thing to earn because it's a tough thing to fake – we know when you're in it for YOU and not for us.
One of the fastest ways to show us that you're in it for yourself (and not for us) is to chase NEW ATTENTION rather than continue the relationship we've started with you.
What am I? Chopped liver?
Every time you attract new attention, you're starting a new relationship from zero. Building affinity and trust takes time! Meanwhile, you have all these past relationships you've already started...and may be neglecting.
So, if you're feeling frustrated by your attention-capturing efforts, consider using this as an opportunity to go deeper instead of wider.
Show your people that you're here for THEM.
