Day Trading Attention

“What makes a brand memorable isn’t just what it sells, but how it makes people feel.”

1. Branding Over Sales

Building a long-term relationship with customers starts with branding, not just an immediate sale. Successful companies focus on creating emotional connections through their brand, which keeps customers returning even without a pushy sales pitch.

Pepsi, Coca-Cola, and IBM are examples of brands that prioritize branding to evoke specific feelings in their customers. These brands don’t just sell products; they sell experiences and trust. Coca-Cola commercials, for instance, rarely focus on the ingredients of their drinks—it's all about happiness, family moments, and sharing joy. This emotional appeal translates into lifelong customer loyalty.

Take Apple, which highlights the user experience in its ads rather than the hardware specifics. Apple's focus on how products seamlessly integrate into lifestyles has created a fanbase that not only buys products but advocates passionately for the brand.

Branding achieves more than consistent sales—it builds communities. When people trust a brand, they become not only customers but also ambassadors. For example, consider how Nike's slogan "Just Do It" inspires athletes and non-athletes alike, cementing a connection that goes beyond shoes and apparel.

Examples

• Apple ads focus on lifestyle and ease of use rather than hardware.
• Coca-Cola sells "happiness in a bottle" instead of sugary soda.
• Nike's "Just Do It" inspires beyond sports to create a loyal customer base.

2. Authentic Content Wins

Perfect content is overrated. Instead, what works is authentic and relatable content that reflects your daily life and showcases real moments. This approach helps brands connect more deeply with their audience.

Using reality-TV-like documentation as a metaphor, Gary suggests not worrying about scripting the perfect post. Content that is genuine and heartfelt resonates more with people. Sharing your business process, your challenges, or even behind-the-scenes peeks can make your audience feel more connected to you.

Authenticity also fosters trust. A potential influencer trying to polish their content into something unattainable often distances themselves from their audience. In contrast, sharing real struggles or personal growth stories humanizes the creator, allowing their followers to relate more closely.

Consistency is another key element when creating relatable content. Tools like Instagram Stories or Facebook Live allow you to share spontaneously, without the need for elaborate production. Regular, less-than-perfect updates build familiarity and, eventually, loyalty.

Examples

• Weekly vlogs or daily Instagram Stories to show life unfiltered.
• A podcaster sharing their journey of starting a small business, including their mistakes.
• A Facebook Live Q&A where brands directly answer customer questions.

3. Understand PAC: Platform Plus Culture

Social media isn’t one-size-fits-all. To create effective content, you must consider both the platform’s format and the culture of its users. Tailoring your message to fit where it’s delivered is just as important as the message itself.

Different platforms favor specific content types. TikTok emphasizes short, engaging videos, while Facebook can cater to longer discussions. For example, a real estate agent posting listing photos as a greenscreen video on TikTok might gain more traction than a traditional post.

Cultural awareness is also vital. By referencing trending memes, music, or social movements, your content feels more relatable and in tune with what’s happening. A small business referencing a viral TikTok dance in its product ads, for instance, can reach younger audiences more effectively.

Balancing platform-specific nuances with cultural relevance may require experimentation, but the ultimate goal is always to be part of the conversation that your audience is already having in their online spheres.

Examples

• Using TikTok filters to adapt a product ad to resonate with younger audiences.
• Creating reels on Instagram reflecting cultural shifts like environmental awareness.
• Leveraging viral memes to promote a brand or service.

4. Content Doesn't Have to Sell

Focus on entertaining, educating, or engaging with your customers instead of hard-selling your products. This shift in focus not only builds trust but also keeps your audience returning for more.

Gary makes it clear: if you try to sell in every single post, you’ll alienate your audience. Instead, give them value. A plumbing company might talk about fixing little home repairs instead of just advertising their professional services. This offering builds credibility.

Content isn't limited to business topics. Diversifying with fun or personal posts makes your brand more human. For instance, a gym owner sharing a funny workout fail on their feed shows humor and authenticity while engaging their audience.

Good content fosters community. When people feel they’re receiving useful or enjoyable content without strings attached, they see the brand as a friend rather than just a business trying to take their money.

Examples

• A roofing service posting home maintenance tips instead of just promotions.
• A brand's Instagram Story sharing personal anecdotes from the founder.
• A restaurant commenting on cultural moments, like a popular sports game, to connect emotionally.

5. Think Like a Media Company

Producing top-notch content isn’t where it ends—distributing it effectively is just as important. Gary suggests businesses act like media companies, focusing not only on what they create but also how and where they share it.

Paid ads are one method for ensuring your content reaches a wider audience. Facebook and Google Ads, for example, allow brands to target specific demographics, maximizing impact. For instance, a local bakery could target users in their zip code to advertise a new opening.

Another way to distribute content is by collaborating with influencers. A restaurant inviting food bloggers to dine for free, or a skincare brand sending trial kits to beauty influencers, can result in wide organic reach as they share their experience with their followers.

Engagement is about more than just putting content out there—it's about building conversations. Responding to comments, fostering discussions, and tweaking content based on feedback ensures your message resonates.

Examples

• Running targeted social media ads to reach local or niche markets.
• Partnering with local food bloggers for exposure.
• Hosting live sessions to engage directly with the audience.

6. Overcome the Fear of Judgment

One of the common obstacles blocking content creation is fear—fear of criticism or imperfections. But Gary emphasizes that starting imperfectly is better than not starting at all.

Trial and error teach you what works. No one is great at content creation on their first attempt, but improvement comes with practice. The same applies to facing negative feedback. Instead of worrying about it, use it to refine your message or approach.

Being authentic is key to overcoming judgment. Vulnerability tends to resonate with viewers because it’s real. For instance, sharing personal failures shows relatability and transparency, which builds trust.

Ultimately, the fear of judgment is often self-imposed. Focus on your goal instead: connecting with your audience and telling your brand’s story. Even imperfect steps forward are still steps toward building visibility.

Examples

• A new TikToker sharing their clumsy startup journey instead of polished successes.
• Responding openly to constructive criticism in the comments.
• Highlighting lessons learned from failed projects helps demystify business growth.

7. Customer Conversations Build Loyalty

Engaging directly with your audience through consistent, meaningful conversations establishes trust and builds stronger connections. Social media tools make these interactions easier than ever.

Direct conversations through tools like direct messaging or live streams allow for immediate and personal responses. A small online shop answering a query about delivery directly on Instagram DM creates a positive impression and adds a personalized touch.

Transparency ties into dialogue. Brands that openly tackle challenges or feedback in public build credibility. For example, a coffee chain addressing a packaging issue openly rather than ignoring complaints online ensures customer trust in the long term.

Responding regularly also keeps your brand fresh in users’ memories. Prolonged silence from a business can lead to disengagement.

Examples

• Hosting live Q&A sessions for audience interaction.
• Answering negative online reviews with practical solutions.
• Engaging with customer posts that tag your brand positively.

8. Content Is Cheaper Than Ever

Marketing is no longer reserved for companies with big budgets. Online platforms offer cost-effective tools to create and share content, allowing even small businesses to compete.

Platforms like Canva simplify graphic design, while free editing apps like CapCut enable video creation. A small bakery, for example, can create professional-quality visuals of its treats with zero expense.

Access to wide-reaching platforms levels the playing field. You no longer need expensive TV commercials or glossy magazine spreads when TikTok or Instagram Reels allows you to reach millions.

Taking advantage of these affordable methods, just starting simple and scaling with feedback, ensures that budget limitations don't stand in the way of visibility.

Examples

• A therapist using TikTok to share quick mental health tips.
• Startups using Canva for professional-looking social media imagery.
• Restaurants posting homemade videos showing their dishes being prepared.

9. Distribution Is a Game-Changer

Creating good content is essential—but ensuring it reaches the right audience is just as vital. Distribution strategies include advertisements, collaborations, and leveraging trends.

Paid advertising helps new businesses gain footing. With just $50, a Facebook ad can reach local customers. Targeting even finer details like interests and behaviors optimizes relevance to the audience.

Leveraging influencers can extend your reach significantly. A new coffee shop offering free coffee in exchange for a post from a local foodie could bring in dozens or even hundreds of new customers.

Focusing on trends ensures your brand stays relevant to discussions people care about. For example, during a viral meme trend, businesses that participate creatively gain free attention.

Examples

• Using social media algorithms to reach people interested in your industry.
• Offering free products to small influencers in return for authentic reviews.
• Crafting trendy content tied to cultural moments or current events.

Takeaways

1. Build a strong emotional brand that resonates with people rather than pushing sales constantly.
2. Create and share authentic, consistent content—even imperfect efforts can connect deeply with audiences.
3. Leverage both paid advertising and cultural trends to distribute your content effectively and reach wider audiences.