#MondayMotivation: The Future Is About Attention

Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: You Can’t Fill Your Stomach on Low-Hanging Fruit.

If you’re standing under an apple tree, and you want one apple, you do the obvious thing: You take the apple that’s easiest to pick.

You don’t climb the tree, risking your life and ruining your sweater on the branches as you get to the top.

You take the low-hanging fruit.

It’s an excellent metaphor. Marketers love to talk about low-hanging fruit. Low-hanging fruit is great because it’s tasty and easy to get.

But there’s rarely enough low-hanging fruit. That’s just the kind of world we live in. Trees don’t care about the fruit picker’s convenience.

Organizations have low-hanging fruit, too. These are customers or potential customers that are easy to reach, who know you and maybe even love you. They get what you’re all about and everything you do makes sense. You can reach them with an email or a phone call or a TV ad or whatever.

But they’re aren’t enough of them. So you climb higher in the tree, or you get a ladder or a fruit picking pole or a really tall friend. If you do this, you notice that it’s much harder to get the same amount of fruit as before. It takes money, sweat, time and you’re probably going to ruin that sweater.

Some marketers make a mistake of thinking that the difficulty of reaching those higher-up apples is a reflection on their skill as a marketer. Nah. That’s just how it is. You can reach some people better and more cheaply than you can reach others.

Hell, you could be a local dance company with a modest audience, and you’ve got at least SOME people who are easier for you to reach than for Google, the mighty, mighty Google, to reach!

So what do you do about this? Spend more and more money or work harder and harder? Sure, you can do that, but there’s an alternative, too. …

Check out the rest of Jim’s post: You Can’t Fill Your Stomach on Low-Hanging Fruit.

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