By Bert Zethof

There is much discussion in the blogosphere about the so-called attention economy. There are a lot of information sources seeking attention but only a limited amount of attention to go around.

This issue is critical for business. It affects the marketing challenge of getting the business known in a noisy world. And it affects the take up or demand for products or services based on how much time is required for engaging with them.

The "claim on attention" is yet another way that products or services are being evaluated. Consumers will avoid an offering if the product value is not worth the claim on attention.

Take the example of books. The number of new books being published everyday is staggering. Some are bestsellers but many end up in the remainder bin because they were deemed not worth the time to read.

The trick is to create an offering that stands for something. That has meaning. That has a unique story to tell. That makes a difference in the consumer's life. Hit the mark and the consumer is quite willing to invest his or her attention.

As Hugh MacLeod says; "The market for something to believe in is infinite." http://www.gapingvoid.com/

Do you offer something to believe in?