Jun 11, 2016
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.
In my interview with Ben, we discuss how a local business owner can use these seven triggers to make their marketing more effective.