You post ads on the job board and you don’t get a single lead.

You’re putting out blog articles or videos and all you hear is crickets.

You’re running copy. It doesn’t convert.

If you’re growth-oriented, you try to improve your copy or your content.

You buy the full Adobe suite, schedule your content to go out during “high-engagement times”. You get a full HD camera so you can stop filming with your phone.

You even buy a $500 Breakthrough Advertising hardcopy off eBay and get yourself all the copywriting courses.

Newsflash: None of this guarantees you’ll get more views, likes or dollars.

What this article does (whether knowingly or not) is a much better way to gain massive engagement and pocket extra money—if you know how to leverage the attention.

About the article:

It’s about Millennials.

The topic is overdone, but the article caught my attention:

-It amassed over 400 shares on HuffPost’s FB page (most of their articles stay way below 100 shares)

-It got more reactions than most of HuffPost’s articles.

-It’s one of the most popular stories on Digg right now.

-The thumbnail made me curious.

The article is no viral sensation, but it certainly got attention.
I’ll be honest and tell you I didn’t read more than 30% of it because the “design” makes it barely readable (at one point, it mirrors a Windows 98 blue screen—really).

But in that beginning, the author gives Millennials *exactly* what they want.

The author talks about all the flaws Millennials are told they have and then promptly tells us the reason for these flaws.

Conveniently, the sources of the problems are *always* outside of any Millennial’s control.

I have no idea if any of this is true or not because I’d rather worry about how to make something of my life instead of diving into the numbers to justify not doing shit, but hey, to each their own.

But your lesson on how to get attention was already contained in the beginning of the article:

Humans want a scapegoat.

Every human wants to blame somebody, something. We LOVE blaming.

It makes us feel great, takes us off the hook.

We can say it’s our boss’s fault we’re not making more money.
All the girls only want assholes, it’s not our fault we’re lonely.
Skinny? Can’t afford the gym.
Leptin keeps us fat.

My point: Humans love scapegoats—giving them one will get their attention and love.

That’s one way to get more attention and engagement.

It’s not all about scapegoats, though. It’s about understanding human nature and what makes us tick. What gets our attention, what makes our brain love and hate things.

And THAT is the real reason you don’t need a flashy camera, high-tech software or the most elusive book.

They help, but the reason you’re not getting attention is most likely:

You need to learn and understand human nature.

THEN you can make your work all nice and polished.

But if nobody watches your 720p video, they won’t watch it in 4k, sorry.

So stop blaming your content and learn about human nature.

And save a couple thousand on equipment. Pretty nice side effect.

-F