Do you believe in the Sunday Scaries?

I do.

If you have them, I’m praying for ya. They’re the worst.

One thing that helps me is to imagine what I’d be doing on a Monday 100 years ago. Likely something MUCH harder than what I’m doing tomorrow (like coal mining).

Perspective can lead to gratitude for what we have. It’s been a semi-cure for my Scaries.

Enjoy this week’s letter (sorry I’m late):

1. One (marketing) Idea

The term "attention" originates from the Latin word "attendere," which means to stretch toward, to apply the mind to. For centuries, philosophers and psychologists have been interested in attention due to its influence on human behavior and cognition.

Psychologists such as William James (19th century) began to study attention in depth. James famously defined attention as "the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought."

This definition emphasizes the selective nature of attention, which allows us to focus on specific aspects of our environment while ignoring others.

In the marketing context, attention is paramount as it acts as the gateway to a consumer's mind. Without it, a message or product is unlikely to make an impact.

As we've gone digital, there are now far more things to take your attention. Some claim you only have three seconds to get attention.

I struggle with this as Joe Rogan and others release 60+ minute podcasts and are routinely at the top of the charts. Maybe the three-second rule only applies to social and not content (like podcasts).

Do squirrels have longer attention spans than us?

I don't want to accept this fact.

But I believe we are slowly destroying our capacity to hold our attention. That also doesn't mean we can't focus on a Netflix series for an hour.

Two things can be true even if they contradict each other.

While we will focus on something for a long time, our willingness to switch has never been higher. Like squirrels, our attention can easily be pulled.

This is something many agree on. Mr. Beast is one of those. And also Dan Meisner, the co-founder of the podcast growth agency, Bumper:

"Often the sharpest drop-off that we see in our clients' episodes happens in the first minute or so. And if you think about the listener experience, it's that first 30, 60, 90 seconds. Maybe I have my phone in my hand. Maybe my screen is on. I just started playing the episode, but I could bail."

Switching has never been easier for two reasons:

1. Our attention (grip) is weak

2. There are so many (better) options

Continue reading (and bookmark for future development)

2. One Quote

"Recreating the lush, palpable stuff of human existence is the ultimate challenge of the writer's craft." – Jack Hart (Storycraft)

Most content flops because it misses this.

It's a robotic news release or a success story that could make a man on Adderall fall asleep. It fails to capture "the lush, palpable stuff of human existence."

I never thought of this when creating content.

How can I recreate the human experience in this content? Let me share a recent example:

I was tasked with interviewing and writing a story for a woman whose husband has Alzheimer's.

Rather than simply reporting her story (What happened?), I asked the extra question:

"How did it feel?"

Specifically, I asked how she would have felt if she never found the help she gained. Her response?

"I wouldn't be here."

That touches on "the lush, palpable stuff of human existence."

3. One Episode

What can a designer turned nonprofit marketer teach us about marketing?

A LOT.

Kaelyn shares so much practical marketing wisdom throughout this episode.

Two main ideas she shares:

(1) Why you need to be clear on WHO you're reaching
(2) A metaphor of road design and communication to improve your marketing

Listen here 👉 https://podcastonmarketing.transistor.fm/54

4. One Photo

(Professional) Photos to follow…

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– JO (every second counts)