Last week, I'm flipping through channels and I come across Real Housewives of Beverly Hills. (stayed a bit longer than I intended!) 

The "Wives" were in the process of checking in to some beautiful house that one of them had rented for a weekend retreat.

I use the word "house" but that doesn't do this joint justice. It was over-the-top stunning.

Anyhow, if you've seen the show, you know that it's 60 minutes of virtually non-stop yelling, complaining, backbiting and finger pointing.

It was loud. Noisy. And, it seemed like the ONLY reason anyone would actually let someone else get a word in edgewise was either because they were exhausted from their previous rant, or they were fueling up to continue the battle.

It reminded me A LOT of today's marketing environment: Noisy. Crowded. Loud.

Today's article focuses on the battle for your prospect's attention and what you're up against if you want your message to break through all the marketing clutter.

It's ALL About The Eyeballs

Ten years ago, if you wanted to win new customers, you needed to beat out your competitors.

Outmarket them. Outsmart them.

Today, there's an added enemy.

Oh, make no mistake, you still need to be able to outthink your competitors.

But, now there's a new phenomenon that is proving to be a formidable force.

In fact, it's one that has marketers everywhere reassessing their messaging.

The toughest marketing battle today is for your prospect's ATTENTION.

Nevermind that you have the greatest product or service.

It means nothing if you can't get prospects to take time to learn about it.  

Trying to connect with your prospects in a meaningful way would be tough enough if you simply had to rely on is sales and marketing tactics and strategies to differentiate your services and products from those of your competitor.

But the internet along with your prospects increasingly busier lives is taking things to a whole 'nuther level.

Today, more than ever, the challenge is finding effective ways of getting your prospect's attention - PERIOD.

Instagram, X, You Tube, Pinterest - you name it - are serving up plenty of distractions to your prospects - distractions your sales message needs to fight its way past.

Just what are you up against?

Well, for starters, there's Taylor. She's an attention grabber wherever she goes. Black Friday. Politics. Christmas. The weather. 

In short, EVERYTHING your prospect comes into contact with on a daily basis. 

And let's not forget the latest daily outlandish tweet from some celebrity or athlete whose brains and fingers are clearly not connected. 

Throw in driving little Mikey to football practice and a ton of other things many of today's parents feel compelled to do and...well, you get the picture. 

Life is a whirlwind.

So, what's all this got to do with you?

Simply this: People today have the attention span of a gnat.

Your prospects want instant gratification.

And when it comes to you explaining how you can make their lives better, they are willing to give you about three seconds to make your case. Fail to make those nanoseconds count and your prospect is gone.

Forever.

In order to make sure you don't waste your selling opportunity - whether they're visiting your site, reading an email or looking at your ad - they need to "get you" immediately.

How will their life be better because of your product or service?

Make sure your marketing INSTANTLY communicates the difference when you get a precious chance. 

If you can't get a prospects' attention - you're done.