For most of the clients I worked with, ‘more attention’ almost never resulted in better business results.

The problem was either with their offer or how they resonated with the audience.

We run behind views, likes, and shares, hoping it would solve our business problems. Instead, we need better trust-building mechanisms that resonate deeply with our audience. Mediums like Podcasting, Blogging, and YouTube help. Email helps, too.

Resonance > Reach.

Resonance > Attention

(Unless you are Buzzfeed, of course. Then, your whole business model is fuelled by attention).