As you will recall, part one of The Attention Age was not favorably received in the eye of The Marketer Review. Actually, part one is the reason why this blog exists in the first place! While reading The Attention Age Doctrine, I was so annoyed, I was making notes of how much it sucked! Vowing to let the world know exactly what I think of Rich Schefren and his rich friends, I wrote the first post of The Marketer Review.

If you want our attention, you have to earn it!

Up until page 35 I was bored and extremely agitated. This was all too familiar: The sales pitch style, the self-adoration, the butt-ugly design (for god’s sake, man! You make $7,000,000 a launch!! Can’t you hire a designer!?!). At page 35, however, my ears perked up, as Schefren took a turn for the best, and started talking about what we all downloaded his e-book for, in the first place: Internet Marketing.

The parts of The Attention Age Doctrine Volume Two that got my attention

Schefren saves his content about a third of the way in, giving some interesting tidbits and strategic mind-sets:

• The Doctrine actually has solid information, like definitions and statistics. Although I’m all too used to Schefren’s use of statistics to reek fear on his readers, this time the numbers are used to form a compelling argument.
• There is a guide within the Attention Doctrine’s pages. It starts on page 37 and ends on page 39 and it’s all about creating your image as an authority figure. It outlines a mind-set and shows you exactly what you need to do, without getting into niche specifics.
• 5 fascinating case-studies of corporate moguls, who got burnt by the social aspect of the internet. I’d download it just for those 8 pages (46-53).
• Would you believe there are 2 guides in this document? The second is a quick list (p.p. 54-58) of social media possibilities, to promoting your brand.
• My favorite part, though, is where all the statistics and all the lists and guides turn into the point: “Welcome to social media: No marketers allowed!”

When a marketer finally gets it

Schefren practices what he preaches in The Attention Age Doctrine Volume Two, and explains to you, the reader/aspiring internet marketer, why adding value equals adding profits. But not only does he explain, he illustrates by doing. If part one was a fantastic example of a looooong sales letter, part two is a fantastic example of how to get your prospects attention with value and hands-on direct marketing.


Although The Attention Age Doctrine Volume Two is a great read, awash with strategic tips, I can’t help but theorize about what Schefren was reading: Try The The Long Tail by Chris Anderson and Made to Stick by the Heath brothers. Both 5 star worthy and instead of getting it second hand from someone who read it, get it from the ones who thought it up!


P.S.
Pardon the vulgar screen shot, but I’d just like to pat myself on the back for appearing as a stand in, in Schefren’s e-book.
Check me out

Tags: internet marketing, rich schefren, The Attention Age Doctrine Part 2, Providing value