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ATTENTION, ATTENTION, ATTENTION. Where is attention these days at scale? SOCIAL MEDIA. Whether you get your daily dose on Instagram, Facebook, Snapchat, Twitter, etc. you are engaged and on screen multiple times a day commenting, liking and sharing content. When this happens, you are giving your attention to a media company. Let me go a step further to explain … we are all media companies. If you have a following of people who engage with your content on the regular, you are a media company. Though maybe small, you are a version of a media company.

“I tend to approach things from a physics framework. And physics teaches you to reason from first principles rather than analogy.” – Elon Musk With the above quote by Elon Musk referenced, what does a first principles approach say about the value of email in business today? Let’s start with the end in mind. Every business wants to get in front of its consumer at the lowest cost to convert that individual into a customer for the highest return. This is a no brainer. So the question following this objective is: “how do you get the consumers attention at a low enough cost to do this?” You speak into their values with MARKETING and give something to get something in return (EMAIL ADDRESSES!).