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Small Business Marketing

Ben Parr Discusses How to Capture and Hold the Attention of Your Customers

One of the most important skills a local small business owner must master is that of capturing and holding the attention of their ideal customer.  That topic is the subject of the book Captivology by Ben Parr, which won a 2016 Small Business Book Award in the category of marketing from Small Business Trends magazine.

Ben is a widely acclaimed tech journalist who has advised many well-known brands including Lufthansa, Rebelmouse, and AngelHack.  He has served as the Co-Editor and Editor-at-Large of Mashable and has been named one of the Forbes 30 Under 30.

In his book, Ben defines three types of attention that marketers must be aware of and take into account–immediate attention, short attention, and long attention.  He also identifies seven “triggers” that we can use to capture these types of attention:

  • Ben ParrAutomacity
  • Framing
  • Disruption
  • Reward
  • Reputation
  • Mystery
  • Acknowledgement

Ben recently joined me on my podcast to discuss these seven triggers and give local business owners some ideas about how they can use them to make their marketing more effective.  Use the player below to listen to the episode, and then head over to BenParr.com to learn more about Ben and pick up a copy of his book.