Steve Pratt, author "Earn It: Unconventional Strategies for Brave Marketers"

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Steve Pratt, author of the new book "Earn It: Unconventional Strategies for Brave Marketers", joins Sam Sethi of the Podnews Weekly Review to discuss the importance of earning attention in the modern digital landscape. Pratt argues that traditional interruption-based marketing tactics no longer work, and that brands must create unique, valuable content that audiences actively want to engage with. He shares insights on measuring audience attention through metrics like completion rates and first-minute effectiveness, and provides examples of companies like Oatly and Red Bull that have successfully captured attention through innovative, branded content. Pratt emphasizes the need for a mindset shift, where marketers and creators focus on delivering value and building long-term relationships with their audience, rather than short-term reach and impressions.

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