Your attention, please: how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Avon, Mass.
Adams Business
2006
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 219-220) and index |
| Beschreibung: | XVI, 224 S. |
| ISBN: | 1593376871 9781593376871 |
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| 245 | 1 | 0 | |a Your attention, please |b how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer |c Paul B. Brown and Alison Davis |
| 264 | 1 | |a Avon, Mass. |b Adams Business |c 2006 | |
| 300 | |a XVI, 224 S. | ||
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| 500 | |a Includes bibliographical references (p. 219-220) and index | ||
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| 650 | 4 | |a Advertising |x Psychological aspects | |
| 650 | 4 | |a Attention | |
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Datensatz im Suchindex
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| adam_text | Contents
x Introduction
1 Wats the Problem?
3 1: Stuffed with information and starved for attention
The reason people aren t engaged in your communication:
A wealth of information creates a poverty of attention.
4 More, more, more
6 Dead trees
8 Stop the madness
8 Attention dysfunction
14 The attention deficient bottom line
14 What has to change: The way you communicate
15 © Insight 1: The novel vs. NASCAR
SecSftompelling Strategy
for Getting Attention
21 2^ Focus on you
The key principle of getting and holding attention is to focus on the audience—to help
audience members solve a problem, meet a need, answer a question that they have.
22 Get inspired by reading magazines
26 Putting this strategy to work
30 (?) Insight 2: The end of the beginning
33 ft IpypynnraiiHipnrp
Your target audience may be unlike you in every way. But if you understand
those differences—and embrace them—you will be successful at
connecting with (he very people you are trying to reach.
33 Getting to know you
36 CEOs are different
39 What you need to know
39 Something about Mary
42 From knowledge to love
43 Show me the love!
46 ® Insight 3: People who love Lawrence Welk
49 SetencMquestoGraband
Hold People s Attention
51 4: Create a high concept
Smart communicators in Hollywood, on Madison Avenue, and in our nation s
capital make their messages laser-focused to successfully capture people s
attention. We will show you how they do it... and how you can too.
55 How it works
55 High concept heads east
56 Framing inside the Beltway
58 Framing, 1,2,3
60 ® Insight 4: Uncle Sam wants you
63 S: Fill in the blanks
Abstract concepts don t draw people in—but rich, specific
description infuses communication with energy.
67 Thick description
70 Let s get specific
74 Make specific details work for you
75 ® Insight 5: Wretched excess
79 6; TeH a story
It s the oldest way to get people s attention, and still the most effective.
83 How to tell a story
88 7 (or more?) plots
89 Putting stories into practice
92 Elevating the mundane through stories
94 ® Insight 6: Hemingway c est moi
99 7: Providp pasy navigation
People don t have time to search for information—they need an
easy entry and the quickest route to find what they need.
100 The patron saint of navigation
105 Navigation and the geeks
106 7 essential navigational elements
119 (3) Insight 7: You are here
123 «• MaltPitvkiial
Visuals are a universal language, and even simple visuals
can dramatically enhance communication.
124 The importance of visuals
125 3 simple ways to use visuals
135 (*?) Insight 8: Back to school
139 9: Stay short and sweet
So much to say, so little time—yet it s essential to cut communication
to its essence and make it clear and conversational.
140 Readability is your friend
141 A primer on readability and reading levels
142 How communication rates
143 Is 7th grade too advanced?
144 Short. Simple. Sweet.
145 A. Keep it short
152 B. Make it simple
155 C. Be sweet
156 All about you—no, we mean the real you
159 ® Insight 9: The unvarnished truth about reading levels
165 10- Writparpfipp
In a confusing, complicated world, it s irresistibly appealing to create
communication that actually helps people get stuff done.
165 Recipes, not rules
166 Move people in your direction
167 Hints from Heloise
171 3 ways to write recipes
171 1. Terrific tips
172 2. Clear instructions
177 3. Precise recipes
180 Lime in the coconut
181 © Insight 10: Julie s perfect apple pie
185 s«fl|flng These ,deas int0 Practice
187 11: Iparnhypyamplp .
How to improve your own communications by analyzing what doesn t work.
188 Sin 1: Making it all about me
191 Sin 2: Trying to cover too much
192 Sin 3: Using complicated, abstract concepts
193 Sin 4: Losing the human element
196 Sin 5: Creating a dense thicket of information
198 Sin 6: Going on too long
199 Sin 7: Lecturing and hectoring
202 ® Insight 11: The best 4 years of your life
205 12: Sell the new approach
By employing persuasive techniques, you can make your case to management,
clients, and colleagues about why we all need to communicate differently.
206 Here s how
207 1. Buy extra copies of this book and give them to people
208 2. Use best-practice examples to persuade
210 3. Provide evidence to make your case
212 4. Make a persuasive pitch
214 What not to do: When enthusiasm is a bad thing
215 Insight 12: You can observe a lot by looking
219 Resources
221 Index
|
| adam_txt |
Contents
x Introduction
1 "Wats the Problem?
3 1: Stuffed with information and starved for attention
The reason people aren't engaged in your communication:
"A wealth of information creates a poverty of attention."
4 More, more, more
6 Dead trees
8 Stop the madness
8 Attention dysfunction
14 The attention deficient bottom line
14 What has to change: The way you communicate
15 © Insight 1: The novel vs. NASCAR
SecSftompelling Strategy
for Getting Attention
21 2^ Focus on "you"
The key principle of getting and holding attention is to focus on the audience—to help
audience members solve a problem, meet a need, answer a question that they have.
22 Get inspired by reading magazines
26 Putting this strategy to work
30 (?) Insight 2: The end of the beginning
33 ft IpypynnraiiHipnrp
Your target audience may be unlike you in every way. But if you understand
those differences—and embrace them—you will be successful at
connecting with (he very people you are trying to reach.
33 Getting to know you
36 CEOs are different
39 What you need to know
39 Something about Mary
42 From knowledge to love
43 Show me the love!
46 ® Insight 3: People who love Lawrence Welk
49 SetencMquestoGraband
Hold People's Attention
51 4: Create a high concept
Smart communicators in Hollywood, on Madison Avenue, and in our nation's
capital make their messages laser-focused to successfully capture people's
attention. We will show you how they do it. and how you can too.
55 How it works
55 High concept heads east
56 Framing inside the Beltway
58 Framing, 1,2,3
60 ® Insight 4: Uncle Sam wants you
63 S: Fill in the blanks
Abstract concepts don't draw people in—but rich, specific
description infuses communication with energy.
67 Thick description
70 Let's get specific
74 Make specific details work for you
75 ® Insight 5: Wretched excess
79 6; TeH a story
It's the oldest way to get people's attention, and still the most effective.
83 How to tell a story
88 7 (or more?) plots
89 Putting stories into practice
92 Elevating the mundane through stories
94 ® Insight 6: Hemingway c'est moi
99 7: Providp pasy navigation
People don't have time to search for information—they need an
easy entry and the quickest route to find what they need.
100 The patron saint of navigation
105 Navigation and the geeks
106 7 essential navigational elements
119 (3) Insight 7: You are here
123 «• MaltPitvkiial
Visuals are a universal language, and even simple visuals
can dramatically enhance communication.
124 The importance of visuals
125 3 simple ways to use visuals
135 (*?) Insight 8: Back to school
139 9: Stay short and sweet
So much to say, so little time—yet it's essential to cut communication
to its essence and make it clear and conversational.
140 Readability is your friend
141 A primer on readability and reading levels
142 How communication rates
143 Is 7th grade too advanced?
144 Short. Simple. Sweet.
145 A. Keep it short
152 B. Make it simple
155 C. Be sweet
156 All about you—no, we mean the real you
159 ® Insight 9: The unvarnished truth about reading levels
165 10- Writparpfipp
In a confusing, complicated world, it's irresistibly appealing to create
communication that actually helps people get stuff done.
165 Recipes, not rules
166 Move people in your direction
167 Hints from Heloise
171 3 ways to write recipes
171 1. Terrific tips
172 2. Clear instructions
177 3. Precise recipes
180 Lime in the coconut
181 © Insight 10: Julie's perfect apple pie
185 s«fl|flng These ,deas int0 Practice
187 11: Iparnhypyamplp .
How to improve your own communications by analyzing what doesn't work.
188 Sin 1: Making it all about "me"
191 Sin 2: Trying to cover too much
192 Sin 3: Using complicated, abstract concepts
193 Sin 4: Losing the human element
196 Sin 5: Creating a dense thicket of information
198 Sin 6: Going on too long
199 Sin 7: Lecturing and hectoring
202 ® Insight 11: The best 4 years of your life
205 12: Sell the new approach
By employing persuasive techniques, you can make your case to management,
clients, and colleagues about why we all need to communicate differently.
206 Here's how
207 1. Buy extra copies of this book and give them to people
208 2. Use best-practice examples to persuade
210 3. Provide evidence to make your case
212 4. Make a persuasive pitch
214 What not to do: When enthusiasm is a bad thing
215 Insight 12: "You can observe a lot by looking"
219 Resources
221 Index |
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| spelling | Brown, Paul B. Verfasser aut Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer Paul B. Brown and Alison Davis Avon, Mass. Adams Business 2006 XVI, 224 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 219-220) and index Psychologie Advertising Psychological aspects Attention Textproduktion (DE-588)4184945-0 gnd rswk-swf (DE-588)4048476-2 Ratgeber gnd-content Textproduktion (DE-588)4184945-0 s DE-604 Davis, Alison Verfasser aut http://www.loc.gov/catdir/toc/ecip0613/2006014721.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016370876&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Brown, Paul B. Davis, Alison Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer Psychologie Advertising Psychological aspects Attention Textproduktion (DE-588)4184945-0 gnd |
| subject_GND | (DE-588)4184945-0 (DE-588)4048476-2 |
| title | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer |
| title_auth | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer |
| title_exact_search | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer |
| title_exact_search_txtP | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer |
| title_full | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer Paul B. Brown and Alison Davis |
| title_fullStr | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer Paul B. Brown and Alison Davis |
| title_full_unstemmed | Your attention, please how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer Paul B. Brown and Alison Davis |
| title_short | Your attention, please |
| title_sort | your attention please how to appeal to today s distracted disinterested disengaged disenchanted and busy consumer |
| title_sub | how to appeal to today's distracted, disinterested, disengaged, disenchanted, and busy consumer |
| topic | Psychologie Advertising Psychological aspects Attention Textproduktion (DE-588)4184945-0 gnd |
| topic_facet | Psychologie Advertising Psychological aspects Attention Textproduktion Ratgeber |
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