Advertisers are taught to steal attention because more attention means more money.

It means that once I take it, I can use it to my own advantage, leaving the person being advertised to as the true victim.

What if advertisers were taught to protect attention instead?

Instead of countless “funnel hacking” methods and “5×6” ad formulas – what if they where taught how to create ads that were meaning to the end customer?

Something that was real, raw and actually helped them improve their life. Protecting attention over stealing attention.

It’s simple and it’s hard. And if we are being really honest, in the short term you probably wont make that much money but who do you want to be known for as?

You may have dragged yourself across broken glass to get your customers service executed to them.

You may have gone through the flames to get the product to them just in time.

The thing is that customers don’t care if you have gone through the flames or through broken glass.

All they care about the end result that you give them, unless you can use your pain as part of the story that they buy.

Meaning that if you can use your journey as a way to connect with them and to be authentic – then and only then can it have the opportunity to connect with the end value result of your product or service.