ATTENTION
How do we earn the right attention?
Getting noticed by the people most likely to act, with a message that lands, in the places they already spend time.
The Attention → Action model
From the studioDIGITAL MARKETING,
IN TWO QUESTIONS.
More channels, more tools, more tactics and less clarity about what’s working. The Attention → Action model cuts through it by asking two questions at every stage of the work.
Run your business through it01 / The two questions
Attention and action
ACTION.
How do we turn that attention into action?
Giving that attention somewhere to go: an enquiry, a sale, a sign-up, tied to a goal the business actually cares about.
Every channel, post, ad and automation has to answer one of these questions. If it answers neither, it’s clutter.
02 / Why both questions matter
WHERE MARKETING
CAN BREAK.
A plan needs both sides. Attention and action have to work together.
Attention without action
Big reach, busy feeds and healthy-looking numbers, with very little moving in the business.
Action without attention
A sharp landing page, a clever offer and a well-built funnel, with nobody coming through the door.
The model makes both sides answer to the same goal.
03 / A loop, not a funnel
IT GETS SHARPER
THE LONGER IT RUNS.
ATTENTIONACTION
We don’t stop at conversion. What converts tells us which attention to go after, which audiences to drop and which messages to scale, so every round starts smarter than the last.
Results feed the next round04 / How it works
SIX STAGES.
TWO QUESTIONS EACH.
The model runs through every stage of the work. At each one, we ask the attention question and the action question side by side.
- 01
Set objectives
Attention asksHow much attention do we need, and from whom?
Action asksWhat action do we need, and how much of it?
- 02
Understand the market
Attention asksHow are competitors standing out, and what are customers struggling with?
Action asksHow are competitors winning the sale, and what drives the buying decision?
- 03
Choose channels and tactics
Attention asksWhere does the audience spend its time online, and what kind of content holds it?
Action asksWhich channels have driven conversions in this industry, and what stops people from acting?
- 04
Develop messaging and content
Attention asksWhat moves the audience emotionally, and how do they like to consume content?
Action asksWhat value do they see in the offer, and which content moves them to act?
- 05
Launch and manage
One shared questionHow do we launch and run the work efficiently?
- 06
Analyse and optimise
Attention asksWhich numbers show we’re earning attention, and how do we improve them?
Action asksWhich numbers show attention turning into action, and how do we improve them?
Results feed straight back into stage 01.Set the objective. Learn. Go again.
05 / The model in our services
Two disciplines. One connected system.
Builds
the loop.
Content, search, paid media and brand partnerships earn the attention. Websites, landing pages and remarketing turn it into action. Strategy keeps both pointed at the same goal.
Let’s talk growthKeeps it
running.
Content and campaign workflows keep attention flowing. Lead capture and nurture systems help teams follow up while interest is fresh. Connected reporting shows what’s working, so every round starts with real numbers.
See what we’d automate06 / Principles in practice
THE THINKING.
IN THE WORK.
Past projects, viewed through the principles of attention and action.
Roja Parfums
Paid media, testing and remarketing over six months.
84%lower cost per acquisitionRead the case studyRE/MAX Team All-In
Website, SEO, content and paid media over five months.
R55per lead, with 27 leads in totalRead the case studyPut the questions to work
WHICH SIDE
NEEDS WORK?
Start with a 30-minute working session. We’ll take the two questions to your business and show you where to start.
Start the conversation