How many times have you bought something once from a business, and never returned?
How much time, energy and money did that business owner, or any company, devote to getting that first point of contact with a customer?
The coffee shop that attracts a passer-by with its signage, the hotel that pays for placement in the travel magazine, the artist who spends hours grooming her Instagram account.
Having done the hard work of attracting people, how much do we invest in ensuring we get another chance to serve that customer tomorrow?
We spends lots of time amassing attention from people, talking selfies with the King of Spain to get attention.
We have come to believe that attention and awareness are the currency of success.
They are not.
What matters more than getting someone’s attention is what you do to change how they feel once you have got it.
Successful businesses are built on earning the second interaction, and the one after that.
Both the business and the customer win when we prioritise trust and affinity over attention.