How Small Businesses Can Win in the Attention Economy
For years, the phrase “Location, location, location” has been the golden rule of business. A prime storefront in a high-traffic area used to be the key to success. But in today’s digital-driven world, the most valuable real estate isn’t a physical location—it’s your customer’s attention.
This concept was at the heart of a conversation I recently had with Matt Behrend, CEO of Agility – Precision Advertising. In a LinkedIn post, Matt made a powerful point:
“The most valuable real estate in marketing isn’t your website or your store. It’s your customer’s attention.”
That insight couldn’t be more relevant for small business owners and entrepreneurs. The brands that win today aren’t necessarily the biggest—they’re the ones that understand how to capture and keep their audience’s attention.
In our conversation, I commented:
“Understanding how your customer operates and moves throughout the day allows you the opportunity to create touchpoints to grab their attention.”
Matt responded:
“There is a code that can be cracked for any customer and business, and it all comes down to that.” And he’s right—there is a code. The key to success in marketing isn’t just putting out content or running ads. It’s about understanding your customer’s daily behaviors and meeting them where they already are.
Here are four strategies every entrepreneur and small business owner can use to win in the attention economy:
Show Up Where Your Customers Already Are
Instead of trying to pull customers toward you, insert yourself into their existing routines.
If your audience spends time on Instagram, be active there.
If they check emails first thing in the morning, optimize your email marketing for that timeframe.
If they rely on referrals, focus on building word-of-mouth trust.
It’s not about doing everything—it’s about doing what works best for your audience.
Focus on Value, Not Just Selling
People don’t want to be sold to all the time. They want insights, inspiration, and solutions.
Share helpful tips instead of just product promotions.
Create content that educates, entertains, or inspires rather than just advertises.
Offer behind-the-scenes glimpses into your business to make things more personal and relatable.
The brands that win attention are the ones that give more than they take.
Make Engagement Easy and Natural
Your customers are busy. Don’t make them jump through hoops to interact with you.
Use simple, clear calls to action (e.g., "Try This Free," instead of "Sign Up for a Demo").
Keep forms short and easy to fill out.
Offer multiple ways to connect—DMs, texts, emails—so people can reach you however they prefer.
The easier you make it, the more likely they’ll stay engaged.
Create Multiple Touchpoints
Rarely does one ad, post, or email seal the deal. You need a consistent presence across multiple channels.
A customer might see a social media post today, read your email next week, and finally visit your website a month later.
Use retargeting ads, follow-up emails, and engaging content to stay top of mind.
Don’t be afraid to repeat key messages—repetition builds trust and recognition.
Winning attention isn’t about one big moment—it’s about showing up consistently over time.
Small Business Success = Smart Attention Strategies
At the end of the day, every entrepreneur is competing in the same space: the battle for customer attention. Your success isn’t determined by how fancy your website is or how much money you spend on ads.
It’s about:
Understanding how your customers think and behave
Showing up where and when they’re most engaged
Delivering real value and building relationships
Because in business, the brands that win attention, win customers. So ask yourself: Where does my customer’s attention go today—and how can I be there, too?
For precision advertising strategies, check out Agility – Precision Advertising.