3 Small Business Rules for Grabbing Attention

This expert opinion by Robin Landa, professor at Kean University, was originally published on Inc.com.

I’ve spent years mastering the art of capturing and keeping attention—whether in a university classroom or through the books I write. If you’re a small business owner, you know this challenge all too well. Grabbing your audience’s attention isn’t just important—it’s survival.

Yet, attention is a scarce and fiercely contested resource, particularly in the digital landscape. With countless brands and individuals vying for space in a 24/7 media frenzy, and people guarding their time more fiercely than ever, breaking through the visual noise can feel like an impossible task. But it doesn’t have to be. The quality of your creative content is one of the most powerful tools for standing out, even on a small business budget. Whether through enriching social media posts or creative storytelling, there are three rules of engagement—whether your approach is lighthearted and fun or heartfelt and authentic.

While advertising has evolved in terms of distribution and media channels, the core objectives have remained unchanged for years. To succeed, you must achieve three aims: grab attention, keep attention, and call people to action. These timeless principles form the foundation of impactful communication, no matter the platform or medium.

1. Understand your audience

Before creating any content, gather insights about their demographics—age, gender, location, interests, behaviors, and pain points. This understanding allows you to craft marketing that is not only relevant but also resonant.

Once you understand your audience, your creative content must be visually compelling. The style and aesthetic should resonate with your audience’s preferences—what one group finds captivating, another might overlook entirely. Regardless of style, the goal is to create visuals or videos that grab attention—whether they pop in a quick scroll, stand out as a thumbnail, or command focus in a square Instagram post or vertical video. 

Achieving this level of visual impact requires the expertise of a creative professional. If you’re concerned about costs, remember that professional-quality work doesn’t always come with a high price tag. Many talented university seniors studying graphic design or advertising art direction are eager to build their portfolios and can deliver impressive results at a fraction of the cost. I know this because I teach those same folks who go on to successful creative careers at top ad agencies and branding studios.

2. Offer something of value

People engage with social media for different reasons, whether that’s entertainment, information, utility, or even brain rot. Some seek entertainment, others crave information or inspiration, and many are looking for a sense of community. Some turn to social media for personal enrichment through micro-learning experiences, while others use it as a brief escape from a tough day or to find something shareable with friends or family.

Greg Braun, retired deputy global chief creative officer of ad agency Commonwealth/McCann, and I even wrote a book about content that is Shareworthy—so compelling that people feel compelled to share it for you.

By understanding why your audience engages with social media or YouTube, you can tailor your content to match their motivations, ensuring their attention stays focused on what you have to offer.

For example:

• If they want to be entertained, you might create funny or engaging videos.
• If they’re looking for educational content, you could share tips, how-to guides, or industry insights. 
• If they value authenticity, behind-the-scenes content or user-generated stories might work well.
• If they’re looking to connect, create community and engage them in comments.

3. Add a call to action

A strong call to action on social media or YouTube is clear, honest, and compelling—no sales pitches allowed. The goal is to inspire trust, not turn people off.

Use simple, direct language: “Click the link,” “Tag a friend,” or “Comment below.” Keep the action easy and seamless, with buttons, swipe-up features, or interactive polls.

On YouTube, use end screens to promote other videos or encourage subscriptions. Make sure your call to action stands out with eye-catching imagery and typography or high-contrast colors.

The key? Be clear, and concise, and provide a compelling reason to act—immediately.

The art of capturing and maintaining attention isn’t just a luxury—it’s a necessity in our fast-paced digital world. As a small business owner, understanding how to engage your audience with compelling content is the difference between fading into obscurity and thriving. By following the three core rules—grabbing attention, keeping it, and driving action—you’ll not only stand out but also build lasting relationships with your audience. Remember, great content isn’t just about being seen; it’s about creating connections that drive meaningful outcomes. Whether you’re just starting or refining your approach, these principles will help you stand out and make your mark.