Faris Yakob, Founder & Principal at Genius Steals presents on Paid Attention: Getting Attention in a Cluttered World.

1. Genius/Steals @faris
Genius Steals Presents
EVERYTHING
PR
#COMMSCON
is

2. Genius/Steals @faris
@faris @rosieyakob
GENIUS
steals

3. New Zealand & Australia
and in
Genius Steals Clients
GENIUS/STEALSISANOMADIC
STRATEGY&INNOVATIONCONSULTANCY

4. Genius/Steals @faris
ACT I: ATTENTION
#COMMSCON

5. Genius/Steals @farisGeniusSteals.co @faris
“ATTENTION IS LIKE WATER”
Watch Apollo Robbins’ TED talk
https://www.ted.com/talks/apollo_robbins_the_art_of_misdirection

6. GeniusSteals.co @faris
THE THREE PILLARS OF PERSUASION
GeniusSteals.co @faris
ethos
establishes
the
speaker’s
bona fides
influences
them
through
reason
stirs the
audience
emotionally
logos pathos
THE THREE PILLARS OF PERSUASION

7. GeniusSteals.co @faris
ARISTOTLE’S INSIGHTS TO MODERN NEUROSCIENCE
Repetition Framing
Metaphor
RULE OF THREE

8. GeniusSteals.co @faris
the
“DISTRACTION IS A KIND OF OBESITY FOR THE MIND” | MATTHEW CRAWFORD | THE GUARDIAN
Figuring out ways to capture
and hold people’s attention is
CONTEMPORARY CAPITALISM
CENTRE OF

9. GeniusSteals.co @faris
We spend
more than
8 hours a day
consuming
media
Source: ZenithOptimedia, quoted in Quarz, June 01, 2015
PEAK ATTENTION

10. Genius/Steals @faris
ACT II: ALACRITY
#COMMSCON

11. GeniusSteals.co @faris
FASTER & FURTHER DISTRIBUTION AFFECTS CULTURE
LOW-LATENCY
CULTURE IS NOW

12. GeniusSteals.co @faris
THE PROBLEM WITH PRESS RELEASES

13. GeniusSteals.co @faris
MEDIA
PR
CLIENTS
PUBLIC
ANALOG MEDIA FLOW
MEDIA
PR
CLIENTS
PUBLIC

14. GeniusSteals.co @faris
MEDIA
PR
CLIENTS
PUBLIC
REVERSE POLARITY
MEDIA
PR
CLIENTS
PUBLIC
MEDIA
PR
CLIENTS
PUBLIC

15. Genius/Steals @faris
ACT III: ACTION
#COMMSCON

16. GeniusSteals.co @faris
- Integrative brand platform -
EXPERIENCES
HelpPeopleLiveBetter
with
STORIES
InformandEntertain
through
ACTIONS ADVERTISING
TOOLS CONTENT
BRAND/BELIEF
SERVICES
PRODUCTS
(INFORM)
(INFORM)
DO THINGS —-> TELL PEOPLE

17. GeniusSteals.co @faris
AWARDS SHOWS NEED TO REFLECT THE CHANGING SPACE
BRAND ACTIONS
Programs like Small Business Saturday, real world stunts like Red Bull Stratos,
PR stunts like McWhopper, and one-offs such as REI OptOutside.
INFLUENCER MARKETING
Ideas created by individuals, or groups of individuals, who have large
online followings, paid for or supported by brands.
EXPERIENTIAL
Live experiences that allow people to interact and engage
with a product, service or brand.
NATIVE ADVERTISING
Material in a [usually online] publication which resembles the publication’s editorial and is created
internally but is paid for by an advertiser and intended to promote the advertiser’s brand.
@farisGenius/Steals +

18. Genius/Steals @faris#COMMSCON | #GENIUSSTEALS
remember:
CULTURE IS LOW-LATENCY
ALACRITY IS KEY
use LANGUAGE HACKS TO CRAFT MESSAGES
FRAMING, REPITITION, FAMOUS EXAMPLES, METAPHORS
THREE PILLARS OF PERSUASION
ETHOS, LAGOS, PATHOS
MULTI-PLATFORM; MULTIPLE EXPOSURES
leads to the ILLUSORY TRUTH EFFECT
REVERSED POLARITY
USING THE MEDIASCAPE TO YOUR ADVANTAGE
ACTIONS SPEAK LOUDER THAN WORDS
AND ARE EQUALLY MORE EFFECTIVE
DON’T FORGET ABOUT YOUR OWN PR.
WE HOPE TO SEE YOUR WORK WHILE JUDGING THE LIA AWARDS :)

19. Genius/Steals @faris
GET IN TOUCH
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thanks for your attention!
want a chance to win a copy of my book, paid attention?