Attention is the lifeblood of any business. Without it, you'll be hard-pressed to find customers, generate sales, or even stay afloat. Traditionally, businesses have relied on advertising to get the attention of prospects. However, in today's world, I'm proposing an alternative: organically attracting attention.

Here's what we know about small business owners who want to be seen. Some of them pay for ads on Google, LinkedIn, and Facebook, while others pay to be listed in directories. Then there are those who buy ad space in publications or sponsor podcasts. But these methods all share a common flaw: the business owner is connecting with strangers and paying a fee every time.

Why is this flawed? Well, strangers are strangers. By default, a stranger is far less likely to hire or buy from you than someone who knows and trusts you. Moreover, buying ads leaves you exposed to the threat of a better-funded competitor who can outspend you. I often hear from small business owners who have been priced out of online advertising because a competitor is outbidding them for the most important words and phrases.

If you're tired of paying to interrupt strangers or you want to avoid being vulnerable to a better-funded competitor, it's time to consider a different approach: organically attracting attention.

Build Trust with Your Prospects and Clients

Some business owners attract attention organically by building their own community and nurturing long-term relationships with prospects. This leads to sustainable growth with increasing, not diminishing, returns. Let me give you some examples.

Think of a pet store owner who organizes a monthly "pet playdate" in the local park. Or a yoga studio that hosts free community classes in the town square. Or a bakery that offers baking classes for kids on the weekends. In each case, the business owner is growing a community of prospective clients or customers. They're building their very own marketing asset that increases in value all the time.

Their community organically spreads the word, telling their families, friends, colleagues, and general contacts. And the connection to that community doesn't belong to an advertiser—it belongs to the business owner.

Yes, in each of these examples, the business owner invests some time. However, that modest investment builds an extremely valuable community. A community who will get to know you, trust you, recommend you, hire you, and buy from you.

I know because I use this approach and haven't paid for advertising since the 1990s. I also help small business owners enjoy the same benefits. So, if you're tired of paying for ads that don't deliver results or being vulnerable to a better-funded competitor, consider organically attracting attention. It may take more time and effort, but the payoff is worth it. Build your own community, and watch your business grow sustainably, with loyal customers who will stick with you for the long haul.