You know there are *tons* of manuals, (e)books, PDFs, courses etc. on how to do effective marketing.

So much so that it gets overwhelming.

While many resources are helpful, it helps me to think big picture to relieve myself of the overwhelm.

That’s what I want to share with you today.

I’ll share the simple 2-step framework I’ve come to see marketing as with you to help you if you’re having trouble seeing through the clutter as well.



There are two steps.

First, there’s attention.

Without attention, you can’t do anything. It’s *really* easy to get attention.

Run around in a clown costume in your city.

Write a headline saying “SEX SEX SEX SEX SEX SEX SEX”.

All those will get you attention. Yet, you probably wouldn’t consider them good marketing in 99% of cases.

The reason: While you need attention, you need to make sure you’re getting the *right* attention.

This is the first step in any marketing exercise.


The second step is the convincing.

Once you have the attention, you need to convince people they want to do whatever it is you want to persuade them to do.

Your goal may be a sale, opt-in, booking a call or replying to you on Tinder. Doesn’t matter.


While this directly applies to sales letters, VSLs, emails and other marketing channels, it also applies to more ordinary things.

If you talk to prospects on FB, via email or Twitter or whatever else, you’re lucky because social networks will send people a notification, taking the burden of getting attention off of you.

You only need to persuade.

In other circumstances, like with space ads, you’ll pretty much only need to get attention and do a tiny bit of convincing.


Anyway, there’s plenty of amazing resources for the nitty-gritty details.

I hope this post relieves you of some of the overwhelm we marketers experience.