Dear Business Builder,

Mark my words – this urgent bulletin is going to change Internet

Marketing and Small Business Building once and for all…

In this special bulletin I’ll show you the most powerful money-making

methods I’ve discovered. Methods so powerful they’re certain to deliver

staggering profits within months (if not weeks) for anyone who uses them.

Plus, I’ll show you how to leverage this new method so it:

I really want you to succeed in business beyond your wildest dreams. That’s

why I wrote this bulletin for you. It reveals all of my latest discoveries about

what’s currently working both online and offline and how you can use them to.

Grows your business fast – while differentiating you from any

and all competitors so you’ll make more money immediately and

then lock in those profits for much longer than you can imagine.

Creates highly leveraged Joint Venture and Affiliate deals,

bringing hordes of new customers into your business to give

you all the momentum you need to grow your business in

record time.

Boosts your business IQ, sharpens your memory, and multiplies

your reading speed so you’ll eliminate information overload for

good and feel much less stressed.

Removes confusion, eliminates any chaos, and wipes away

any worries… leaving you with easy to follow steps to get

the absolute most out of any employee or freelancer that you

choose to bring on to grow your business

And a whole lot more…

P

P

P

P

P

From Rich Schefren’s Office

T h e A T T e n T i o n A g e D o c T r i n e

“Enough!!! Stop Your

Relentless, Shameless

Pitching Already...”

C e n t e r P u l l - O u t S e c t i o n : W h a t ’ s C u r r e n t l y W o r k i n g . . . I n S E O , C o p y w r i t i n g , P P C , L i n k B u i l d i n g , A f f i l i a t e R e c r u i t i n g

JUST RELEASED:The 1 Key To Exponentially Grow Profits, Increase Customers, And Build Your Business In Record Time With The Least Amount Of Risk!

Also Inside:The X-Factor Nobody Is Talking About (Because So Few Know About It) That’ll Grow Your List, Increase Your Conversion Rates And Multiply Your Customer’s Value With A Results-Certain Rollout.

PLUS: 7 Easy Action Items You Can Take Today To Increase Your Income Immediately!

2 | P a g e

An Open Letter From The Desk Of Rich Schefren

Dear Fellow Business Builder,

What you now hold in your hands is a snapshot of my research over the past 12 months with my thousands of clients (including many of the most successful marketing gurus) and the biggest direct response companies on the planet.

You see, our world is changing… our personal lives, our businesses, and everything that surrounds us – they’re all changing.

In a blink of an eye certain weaknesses are all of sudden strengths, and a number of strengths are now irrelevant. Disorders have become natural gifts, and a select few have already leveraged them to build thriving businesses with incredible profits.

Here’s my promise to you:

If you understand and apply the information in this Doctrine, you can build a very successful business in record time. Regardless of your past… Whether you’ve been successful or not… No matter how many times you may have tried. Because right now, with this information, your ability to profit enormously has never been more certain.

Back when I finished the Manifesto Trilogy, I thought I’d never write another report. In fact, I was so certain I was done, I named it “The Final Chapter.”

But I was wrong.

The Calm Before The Storm Something dramatic is happening in the marketplace…

it’s not email deliverability rates; it’s not Search Engine Optimization; it’s not the shift from salesletters to video; nor is it pay-per-click, banners or any other paid advertising methods.

In fact, it’s nothing technical whatsoever.

It isn’t because marketing is less effective, although many will say it is. Or that there is a lack of money, although there will be for many marketers.

It’s far deeper than any of these things – it’s the unfortunate price of admission many entrepreneurs will have to pay as we enter a new era.

There’s been a fundamental shift in the currency of our entire economy.

People have simply reached a saturation point in their lives – all the cool technology, all the nifty gadgets, and many of today’s modern conveniences have turned on us.

For entrepreneurs who don’t “get it” this is going to be a growing problem like an

3 | P a g e

undetected terminal disease sloweffectively and profit.

But it doesn’t have to be thI am going to show you how you business as fast as you desire.

2 ½ Years Ago Each ofPrediction And

This Time The SignalsEven Greater, And

Right now I feel even more spotted an emerging trend onlinecompetition screamed out to me tsystemized well running business

I acted immediately on thiswere accepted for this initial test-legendary. Here are just a few of

wly eating away and destroying the abilit

his way. Because right here in “The Attecan keep blasting on, earn massive pro

f These Entrepreneurs ActedThey’ve All Become Milliona

s Are Even Stronger, The Prod The Probabilities Are Morecertain than I did back in February of 2

e before anyone else did. The sharp incrthat the winners would be the first marses.

s trend. I set up a pilot coaching progra-run. 12 months later the results they athe stories you might recognize:

ty to market

ention Age Doctrine” fits, and grow your

d On My Last aires…

ofit Potential e Certain 2005. Back then I reases in rketers to build

m. Only 25 clients achieved are now

4 | P a g e

With results like these, my prediction proved to be dead on. So I rolled out the coaching program and to put it mildly, it was an extraordinary success.

Fast forward to today, Strategic Profits helps thousands of entrepreneurs grow their businesses faster while working less. And demand for our programs keep growing with each new success story.

In 2006 we clobbered our 2005 numbers by a factor of 30x. And by March of 2007 we already surpassed our annual 2006 sales. That’s great news for the thousands of business builders who are now living their business dream.

But that’s not why I’ve written this doctrine – in fact it has nothing to do with my coaching program whatsoever.

On the pages that follow, I am going to prove to you there’s an even greater opportunity for you to profit right now. More simply stated – more people will make more money than ever before. Not only that- I’ll also show you exactly what you must do to capitalize on it.

Pay careful attention: because if you end up being one of the lucky few to get what I am about to share… it’s the entrepreneurial equivalent to winning the lottery.

Here’s how it all started: For the past 15 months I’ve been digging around for an answer to a question I’ve been struggling with. Ever since I began coaching so many of the marketing gurus I kept wondering…

Why Do 53 of the 75+ Gurus  I’ve Coached Have ADD? 

That works out to be a staggering 76% of all the marketing and business gurus I’ve coached have been diagnosed by their doctors as having ADD (Attention Deficit Disorder).

That’s more than 15 times the supposed national average of 5%. It’s such an extreme variance… I knew there had to be a reason.

5 | P a g e

And since then I’ve spent an enormous amount of time in search of an answer.

I went through all my old notes and reviewed all the past recordings of my private coaching calls.

I took each and every one of my guru-client’s businesses and put them under the microscope. I identified, refined and improved the strategies that shot them to the top. I even identified a few strategies they weren’t even aware they were using.

My search continued over months of intensive, in the trenches research. Plus many sleepless nights pouring over countless academic research papers from different authorities and universities like Harvard Medical School, University Of Pennsylvania and MIT.

All of the research and analysis led me to a startling discovery I could have never predicted.

It revealed an amazing opportunity for entrepreneurs to quickly build profitable businesses right now!

The discovery set off a chain reaction of events that has left everyone in my office scrambling (including yours truly) to make all the necessary adjustments it required. But more than anything, I realized...

You and I both stand on the threshold of the greatest wealth-building business opportunity in history, but for many it could be a gruesome business disaster.

Which side you end up on will be determined by the decision you make in the upcoming months. That’s why I simply had to write another report.

Listen carefully: It wasn’t my love of writing, my desire to stare at monitors for so long my eyesight blurred, and it wasn’t that I couldn’t think of at least twenty-five more enjoyable things to do with my family either.

Nope, not even close! The reason I am sitting here right now is because what I am about to share with you is so exciting… so incredibly profitable… and so certain there’s no way I could keep something so powerful a secret.

 

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7 | P a g e

I began writing “The Attention Age Doctrine”. But orchestrating the creation of this new program has been so arduous… getting the incredible lineup of speakers so expensive… and putting together the integrated curriculum so exhaustive… I just didn’t have the stamina to finish both the summit and the doctrine.

And since “The Attention Age Doctrine” is vital for your ongoing success – I simply refused to do a half-hearted rush job on the most important segments – it wouldn’t be fair.

But if I wait until it’s finished, you wouldn’t have the advantage of knowing all of the forces converging to cause this business shakeout. You wouldn’t get the heads up to start making your profit moves right now.

Most importantly you wouldn’t have the critical information you need to appreciate how groundbreaking and important “The Attention Age Doctrine” and my upcoming event are.

Here’s the rub… if I wait until the report is completed and sit on this critical information and I don’t share this opportunity I have for you, you would end up with the short end of the stick. I am forced to release the first segment of the Doctrine right now. This way you’ll easily appreciate how groundbreaking and important what I am giving you is for your future.

To Higher Profits,

Rich Schefren Strategic Profits

PS – The dates of the summit are July 12, 13, 14, 15… For me to go out on a limb and tell you to change your schedule, to reserve your plane tickets, to book a room, and register for an event, is not my style.

I’ve no intention of selling you on it. I am offering you an invitation to what I’m sure will be recognized as the definitive event that launched more online entrepreneurs into 6 figure, 7 figure, and even 8 figure businesses, than anything else online or off.

What I will do is give you an over the top guarantee –and extremely generous payment terms on the inexpensive price we’ve already established. You can read all about it here: http://www.strategicprofits.com/live

PPS – I’ve convinced Jay to conduct our interview on a tele-seminar so that you can get the same benefit as Jay’s most elite private clients. You can get all the details for it right here: http://www.strategicprofits.com/jayprivate/

8 | P a g e

Why The Doctrine Is Different (And More Profitable)Than The 

Manifestos  “The Attention Age Doctrine”

is different from the Manifesto Trilogy in more ways than just the title.

All three Manifestos; The Internet Business Manifesto, The Missing Chapter, and The Final Chapter, were all centered on a common theme - The mistakes Internet marketing entrepreneurs made that stalled their success.

As a result, strategies, tactics, and tips were scattered throughout the pages. Based on the Manifestos success (each Manifesto achieved more downloads than its predecessor) the format seemed to resonate with many of my readers.

“The Attention Age Doctrine” is different because it deals with the future. That means we first have to get up to speed… to where we are today.

You are still going to get a lot of step by step recommended actions, although this time they’ll be concentrated towards the end.

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I am not usually the type to throw mud; I usually just bite my tongue and keep quiet.

But this time I’m taking it all very personally because I really believe what’s currently being done is destroying many entrepreneurs’ best chances of building their dream businesses.

And the timing couldn’t be any worse. We’re in middle of the biggest shifts our economy has seen in decades – it’s creating incredible opportunities with more potential in a more flexible environment that’s ever existed before.

But up till now no one has said a single word about it – they’re all too busy screaming their pitches at a full stadium roar. Completely oblivious to what’s going on around them.

Think about it:

There’s more opportunity, faster computers, faster Internet connections, better tools and software, and marketing “know-how” on the Internet than ever! So why is it that entrepreneur CONTINUE to fail online?

I’ll tell you why…

Most of what’s being offered today in marketing or business advice is utterly worthless and misleading. It’s a one-two punch “Mind Virus” – wasting your time, money and effort now… and setting you up for bad decisions in the future by infecting your thinking with half-truths.

Look, in your gut, you know this is true.

If there really were better choices out there to build your business you would have already found them. You would have already studied them, committed to them, and applied them and you’d be making an incredible profit in a business that no longer needed you to continue to grow and thrive.

The fact that you’re not means you still need an answer.

And what I’m suggesting here just works. If my client list and my long list of success stories don’t say it all, I don’t know what would.

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Besides, you’ve got the whole rest of this doctrine to get hip to this, and for me to show you how to use it to your advantage.

Once you understand what’s going on in the map, you’ll already realize its potential future effect.

There are very big ideas inside this Doctrine, I and a few people have already made a fortune with what I am revealing here.

The Current Health Of Entrepreneurs & Their Businesses 

I don’t need to tell you how difficult it is for entrepreneurs to succeed these days. You’re right in the middle of it.

And even those of us who have tasted some success realize it isn’t exactly as easy as those who haven’t would think.

Between finding and keeping great employees, developing marketing plans that bring in the cash, and keeping clients happy even after you achieve success maintaining it isn’t so easy.

I could go on and on but the facts tell the whole story…

“Over 544,000 Small Businesses Close Each Year” 

U.S. Small Business Administration Let that financially devastating statistic mentally marinate for a second…

Before going any further – understand what that nightmare statistic means. Think about all of the humiliated and humbled bankrupt entrepreneurs,

• How they invested all they had (sometimes even what they didn’t have) and lost it all!

• How they worked harder than ever before with nothing to show for it but a pile of debt.

• How they gambled with their pride and lost.

• How public their failure was - how the whole world can see it.

• How their failure carries over to their families, their kids, their employees and their families too.

17 | P a g e

I know how this feels firsthand - and it sucks. I consider myself lucky to have been able to have barely escaped the clenching fangs of this bear trap when one of my companies was on the line.

To make this daunting number of 544,000 business closings more real, let’s break it down. First, we’ll divide it by the number of days in the year, 365.

544,000/365 = 1,490 Businesses Close Each

And Every Day Gadzooks! That’s a lot of

business closing each day. And that’s including weekends too!

Think about that number when you go to sleep tonight – 1,490 of your fellow entrepreneurs are entering into what’ll most likely be the most difficult, embarrassing, and humiliating low point of their lives.

But I don’t want you to have to wait for tonight to get this on an emotional level. Besides you might even conveniently forget about this altogether. And who could blame you?

Entrepreneurs by their very nature are optimists.

We prefer to focus on the great opportunities in front of us rather than the potential catastrophes we hope to avoid.

Knowing that, let’s break the 1490 daily business failures down right now. We’ll divide the 1,490 daily business closing by the 24 hours in a day.

1490/24 = 62 Businesses Close Each And Every Hour

Each And Every Day. Holy S#%T! 62 businesses closing each hour. That’s a depressing statistic isn’t it?

Especially when you realize it means…

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20 | P a g e

When the World Around You Changes 

In a previous report I wrote about my love of tennis…

I remember as a kid watching the legendary Bjorn Borg. At the time Borg played with a wooden racket, like everyone else. And he won a lot of major titles.

Then he retired.

A couple of years later he came back, but by then all the top tennis players were using more powerful rackets (metal, graphite, etc.).

It wasn’t pretty what happened to Borg. Inferior players with better rackets creamed him. He stayed loyal to his wooden racket never to win another major tournament.

Obviously, Borg knew the rules of tennis. He still had the same winning strokes. But the context and, consequently, the rules for winning changed. The more powerful rackets gave a competitive advantage to anyone who used them. Borg with his weaker wooden racket didn’t stand a chance. That’s why he was never successful again.

Just to be clear… Borg might have still been a "better" tennis player – but his talent was shut-down by the

changing environment.

Bjorn Borg’s story is our story… The rules of the game have changed, and many of us are struggling. We are still trying to win with a wimpy racket, pretending that we are playing in the same world we were in ten years ago.

But we aren’t… times have changed…

 

21 | P a g e

What Happens When You Change Before Everyone Else? 

Here’s the flip side of Bjorn Borg’s story. It’s a great way to illustrate the advantages you can gain over your best competitors by recognizing and leveraging the changes in your marketplace.

If you’ve studied any business history at all, you’ve probably come across one of the very first “business gurus” of all time. His name was Fredrick Taylor.

He is perhaps best described today as an “efficiency engineer” and a significant amount of his work laid the groundwork for the mass production methods used by Henry Ford.

He studied many different methods of working in order to determine the best way to achieve maximum efficiency on the factory floors. Many of his ideas at the time were quite revolutionary. In fact, many are still widely practiced today.

In his book, Principles of Scientific Management (1911), he argued that

companies should install precise procedures to maximize the efficiency of the work being done. His system became known as Taylorism, which dealt with people, machines, and processes that would speed up work.

The reason I bring him up now though has nothing to do with his contribution to modern management whatsoever. You see, his story is the exact opposite of Bjorn Borg’s.

Even though Taylor wasn’t the best player at the time. He won the US Tennis Open with the invention of a unique oversized racket. There were no standards regarding the size, shape, and design of tennis rackets back then. So Taylor designed himself a bigger racket

22 | P a g e

that was big enough to make winning a lot easier but small enough that it wasn’t too noticeable by other players.

His oversized racket made it easier for him to return tough shots his opponents thought were winners. The racket also gave him extra power turning his shots into rockets that were difficult to return.

Even though Frederick wasn’t the greatest player, his new advantage proved too powerful when competing against the better players with weaker rackets. He ended up taking home the US Open title because of his unfair advantage.

Leveraging everything you’ve got is where I am leading you in this Attention Age Doctrine. I’ll show you how you can leverage yourself personally and leverage your business so you’ll have an unfair business advantage over other entrepreneurs. even if they are better business operators than you are!

The Perfect Storm The world we’re operating in is changing so fast these days that almost everybody is

scratching their head wondering, “What the hell is going on here?”

Well, if you’ve been wondering the same thing yourself then you’ve just stumbled on your answer. Because I am going to walk you through all of the different forces that recently come together on the entrepreneurial landscape.

I call it “The Perfect Storm” because it really is this very unique combination of events that is currently creating the struggles and lack of business success in the lives of too many entrepreneurs.

Listen: In order for you to really profit during this unique moment of change… you must comprehend all the different forces currently coming together to birth The Attention Age.

There are no shortcuts…no one can do your pushups for you.

We’ve got lots of ground to cover together, so let’s dive in and focus on the changes that are currently affecting your ability to achieve a thriving business and a personal life all at the same time.

   

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The amount of information exploded. It just kept growing and growing until many of us developed information overload.

About ten year ago we entered into The Communication Age.

Each year brought another way

for us to communicate with each other. Pagers, cell phones, voice mail, conference calling, email, instant messaging, etc.

But with all of the new

technology we all of a sudden found ourselves connected to a 24/7 “global economy” all of the time.

The downside of being over-connected led us into another age. About five years ago,

we entered into an age I call…

 The Age Of Interruption  It was during this time that we found ourselves constantly interrupted by our

“plugged-in world”. This shift has had enormous consequences that up until now I’ve heard very little mention of.

Later on in this Doctrine, I’ll tell you exactly how bad it is – how much we’ve been negatively affected by this subtle shift.

You need to do to reclaim your independence. Your ability to be an incredibly successful entrepreneur will multiply when you overcome this new hurdle.

Another powerful force rearing its ugly head during this time is The Paradox Of Choice. Too much of a good thing can be bad – and that’s exactly what many realized when they had too many options to choose from.

But before we get to that – there’s one more “age” I need to let you know about. It all started about a year ago. That’s about the time we entered into a new era, The Attention Age.

With information no longer scarce, and an ever increasing number of new technologies being developed to continually interrupt us, and too many choices to consider with almost everything, the resource that has become most scarce is human attention.

I’ve been aware of this shift, in fact I’ve even spoken about it, but I didn’t recognize its overall importance as the chief culprit in business failure and success until recently.

25 | P a g e

There’s a lot to discover about the Information, Interruption and Attention ages and

what you must do to significantly profit from these cultural shifts. We’ll focus on each and how you can overcome the challenges each one presents and

where the big opportunities currently are to explode your business.

New Economies Always  Open Up… New Opportunities  

To Build Wealth Fast The dominant value of the Agricultural Age was land and the wealth that came from

the land. Large landowners were regarded as the wealthy. Farming skill was prized, and if you could make the land produce more than your neighbor… you got wealthier than he did.

In the Industrial Age, the new economic value became production. Wealth was created through production.

The more efficient your production and the more effective your distribution the wealthier you became. Some people got very, very rich – these were the early captains of industry, the robber barons, whose large corporations created unprecedented wealth.

Their wealth migrated to stock markets, where wealth was defined by the amount of stock anyone owned.

Today we’re still reminded of our past by the remaining values of these two ages. The ownership of land, real estate… or ownership of stocks and securities still acts as a barometer of wealth.

During the information age it was thought that information was power. And for a while it was – until the amount of information exploded and the Internet leveled the playing field (when it came to the access of information).

Still today certain types

of information can yield incredible wealth (like insider trading knowledge) but overall the worth of information has decreased dramatically.

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together… like an orchestra with no conductor.

The net result is we try to get our work done, but information seems to get in the way.

A single publishing company like Reuters produces an astonishing 27,000 pages of information per second. Whoops… It seems we forgot to ask the question “How much information can any one person manage at a given time?”

Which led us to…

Information Overload Wikipedia defines it as “The state of having too much information to make a decision

or remain informed about a topic.”

It was only a matter of time, with the amount of information increasing that we would eventually be overloaded by it. It all happened too quickly. We went in a blink of an eye from information being scarce, to way past the point of saturation.

The total freedom and the complete accessibility of practically all information diluted information’s meaning and value to us. It became a curse rather than a blessing.

It certainly didn’t help that technology made the retrieval, production and distribution of information so much easier than any time before. Our new technology reduced the natural selection processes of information.

What I mean is this: in the past, technological limitations enforced a policy where only the most important information was published.

And now with so much irrelevant, unclear and inaccurate data fragments

surrounding us, it has made it extremely difficult to tell the forest from the trees.

Some experts have defined this as "data smog", which they fairly compare to the pollution of rivers and seas caused by an excess of fertilizers.

Other experts compare the current info-glut to health problems caused by a diet too rich in calories, except it’s stuffing our brains instead of our waistline.

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35 | P a g e

Take for instance email.

We get tons of unsolicited email messages daily clogging up our email-boxes. They require our attention only because some may contain relevant or useful information.

Of course, each moment we spend figuring out whether an email message is junk or not is a moment we cannot spend on one that provides relevant information.

Or, you conduct a search online and you get back hundreds of thousands, if not millions of pages as potential sources. We know we can’t go through every result, even though we may worry about missing relevant information.

The third relates to the speed we are receiving new information.

For most of us it’s too much to process.

It reminds me of a few college courses I took where the professors would attempt to go through too much information in a single lecture, it was impossible to grasp, capture, assimilate and work with it all. So I’d walk out of class with the other students, more confused than when we sat down.

The fourth relates to the value we place on information: With the amount of information increasing, the value we place on any single piece of information goes way down…No matter whether it’s important, redundant or just simply noise (clutter caused irrelevant data).

The fifth relates to contradictions in the information we review.

One source tells us one thing; the next tells us the complete opposite.

Of course both sources know more about the topic than we do, so we end up with the dilemma of dealing with these conflicted points of view.

36 | P a g e

The sixth relates to our increased information needs. As overall changes in our world accelerate so does our need for information.

We need new information in order to keep up with all these developments.

Impacts Of Information Overload  

Unfortunately the negative repercussions ripple through our personal and professional lives. We are paying a very high price dealing with all this information we are responsible for.

Since most people don’t realize all of the negative effects, what follows are some of the more damaging side-effects.

The Line Between Work and Personal Life Blur It began innocently enough. At first there was voicemail, then cell-phones, and now

the ability to check work email from home and on the road.

On the other side of the same coin, practically everyone reads their personal emails, makes personal phone calls, and even surfs the web recreationally while we are supposed to be working.

It’s grown to such unacceptable levels that most small business owners now feel as if they’re working 24/7.

 

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Of course the implications of this new dilemma are extremely costly to businesses and to our own personal lives. Since all rewards come from what we do, not from what we know.

Informing Ourselves to Death 

A world-wide survey (Reuters, 1996) found that two thirds of managers suffer from increased tension and one third from ill-health because of information overload.

The psychologist David Lewis, who analyzed the findings of this survey, proposed the term "Information Fatigue Syndrome" to describe the resulting symptoms.

“Information Fatigue Syndrome: Symptoms include paralysis of analytical capacity, increased anxiety, greater self-doubt, and a tendency to blame others. When people are faced with more information than they can process, they become unable to make decisions or take action.”

Other side-effects highlighted by Lewis include anxiety, poor decision-making, difficulties in memorizing and remembering, and reduced attention span.

David Shenk, author of the book “Data Smog” cites many different studies showing information overload causes these “wonderful” effects:

Increased cardiovascular stress

Weakened vision

Confusion

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Decreased benevolence

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decreasing is in the way we are designed. We are hardwired to automate repetitive mental actions to save ourselves from having to think.

The more times we perform a task, the more we “habitualize” it, the easier it becomes. That’s why we can save energy because we end up putting less thought into things we have done before.

It’s the same with kids. That’s why experts always tell parents not to allow their children to watch too much TV.

You should be very concerned about this trend. It’s like you are training yourself to be stupider and stupider with each passing day.

Many business owners I meet have “habitualized” a short attention span and can no longer concentrate for any extended period of time. It ends up being one of the biggest handicaps to getting wealthy in our current economy.

Because our brains are designed to conserve energy, once we’ve habitualized our short attention span - our brains will fight to conserve energy by defaulting into the “habitualized” pattern instead of more difficult options.

So we end up not only preferring to concentrate for shorter periods of time, but we actually default to it when attempting to process information. And it becomes a self-reinforcing process, only making entrepreneurs less and less likely to succeed.

Well informed, Well Researched Vs. Lazy + Escape 

This has to go down as one of the best forms of procrastination and laziness ever invented.

The reason: The passive activity of reading and surfing Internet can fool practically everyone into believing that actual work is being done!

You know what I am talking about don’t you?

You’ve most likely sensed it in your own activity - the way the collection of information can so easily

disguise itself as a worthy substitute for doing any thinking on your own.

It’s been so effective because it’s more self-deceptive than the obvious cleaning of

our desks before writing. It’s a form of laziness the Internet encourages, justifies, and deceives us with.

42 | P a g e

The scary secret is this: if we’re not made conscious of this hideous mind virus, we can endlessly delay having to do any real thinking whatsoever simply by stacking more and more bits of data in front of ourselves.

I see this pattern all the time with entrepreneurs who first get online. Sadly a large number of them never realize what they are doing to themselves – and quit the Internet before ever applying themselves.

If you are an info-junkie you need to pay extra careful attention here. I know I do. My strategy is to have timers all over my desk and on my desktop screen – I set them to countdown and give myself a certain amount of time for research. If I wasn’t disciplined about it – I would never get anything done other than a lot of research.

If you’ve never realized this before – from this point forward consider yourself warned. If you choose to willingly fool yourself, from now on you know what you are really doing.

Increasing Complexity Mandates More Information 

The more “tools’” we buy to make or lives and tasks easier, the more complex our existence becomes.

Think about that for a moment… could you have imagined five years ago that you’d need to know how to set up a sync for a PDA, wire a HD TV, backup a laptop and desktop to a 500 gig portable drive, find a restaurant on your GPS, or manage a photo library?

With each neat tool we add into our lives comes the prerequisite training just to use them.

How much time have you spent in the past year learning a new device, software program or even managing your iTunes library?

I would hazard to guess that your body of knowledge is greater than even you would imagine.

And this body of knowledge takes a little piece of your attention each day, even if just to keep your technology running.

 

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44 | P a g e

What Has Your Information  

Done for You Lately? 

Thriving With Information But before you can easily incorporate my suggestions into your

overall information management system, we need to cover a few other negative forces working against you.

Changing Your Perspective On Information:  

JUST IN CASE to JUST IN TIME A good start to getting a handle on your overall “information consumption” is to take

a step back and analyze why (or whether) the information in front of you is currently worth learning in the first place.

For many of us our natural curiosity gets the better of us.

We make time for what we think we may need to know at some future date, creating an overabundance of information that we need to process.

The net result is we often forgo some of the information we really need to know right now. It’s no wonder we do this since most of us have been conditioned to appreciate “just in case” learning from all of years of schooling.

Think about it… in school that was ALL we were taught. But the rate of change we currently deal with (especially in online marketing) makes a lot of the information we are currently learning outdated before we ever get a chance to act on it.

Add to that the fact that there’s a “use-it-or-lose-it” aspect to most information.

This means if we never apply the information (which we usually don’t if we are participating in Just In Case learning) we seem to lose the ability to recall it when it’s needed.

45 | P a g e

Plus the current information demands placed on us are so high – spending time on information we may or may not need, which may or may not become outdated, seems like a bad choice.

In the final analysis Just In Case Learning is a strategy that no longer makes a lot of sense.

Of course, I’m not saying that there aren't problems with just-in-time learning, too...

It’s just the lesser of two evils. Just-In-Time learning often turns into just-what-you-need to survive.

And it is the common approach of “crammers” who wait for the last minute.

Oh Yeah… What About Nirvana? Back in the early 70’s the US Senate released a report that analyzed the social

implications of the 22 hour workweek (by 1985) and a retirement age of 38!

Remember these buzzwords… the "workerless" factory, the "paperless" office, the "cashless" society, and the "leisure society."

It appears that The Seattle-based “Take Back Your Time” organization, through its Web site and book of the same name, says we're working more than ever and more than workers in any other industrialized country.

Many don't take earned vacations.

It creates compromises in health, marriages, parenthood, community and social activism.

"We are not only working faster but even longer, and filling our limited leisure with busy activities, leading to an increasing sense of time poverty," says Daniel Hamermesh, a University of Texas economist, who studied time-stress perceptions among higher-income households in the U.S. and four other industrialized countries.

Remember when a US Senate committee report earnestly discussed the social implications of a 22 hour work week by1985 and retirement at age 38?

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53 | P a g e

Another example is finance guru Suze Orman, despite an incredible number of entrepreneurial and media commitments, she refuses to get sucked into the distraction vortex.

She won’t check messages, answer her phone or allow anything else to come between her and what she's working on. "I do one thing at a time," she says. "I do it well, and then I move on.”

Take a Look In the Mirror Now before you go out and blame all of your work challenges on everyone else’s

incessant desire to communicate with you – you need to get a little introspective.

Experts tell us that we interrupt ourselves nearly as much as we let others do it! Though we don’t call it an interruption when we are doing it to ourselves, instead we call it distractions.

It seems that the distracting lure of checking e-mails, surfing the Internet, participating in forums, instant-messaging and chatting on the phone is as seductive as an urgent interruption from others!

The first step is to stop fooling ourselves about our capacities to switch between tasks. We have to resist the "it will only take a minute" impulse to read an e-mail, check a blog post or make a phone call chat in the middle of a demanding task or activity.

Performance Boosting or Enslaving Technology? 

What’s most striking to researchers studying the nasty effects of interruptions is that practically no one takes even the most simple steps to reduce the number of interruptions in their life.

There seems to be such a compulsive quality to our relationships with devices that intrude on us regularly.

55% of knowledge workers told researchers they open e-mail immediately or shortly after it arrives – NO MATTER HOW BUSY THEY ARE!

Harvard psychiatrist John Ratey M.D. is on record stating that the neurochemistry of addiction underlies our compulsive use of cell phones, computers, emails, text messages, and instant messaging.

“If we could measure it as we're shifting from one thing to another, we would find the brain pumping out little shots of dopamine to give us a buzz."

It’s gotten so common that it’s even been turned into a disorder. Psychologists now call our growing addiction to interrupting activities “Online Compulsive Disorder."

54 | P a g e

Edward M. Hallowell, a twenty year veteran professor at Harvard Medical School, has a better term for this disorder - Screen Sucking.

What about you?   Have you become addicted

to interruptions in your daily work?

How often do you sit at your desk for an hour or two working on one task without getting up or doing anything else (like checking email or surfing the web, etc…)?

If you are like the majority of people and you’re being honest with yourself you realize that it has become a problem.

If you’re checking email more than twice a day, respond or send instant messages several times throughout the day, or seem to always be getting on and off the phone – then face it… these tools are no longer boosting your performance.

You’ve become enslaved to technology.

If you have even a twinge of doubt whether you’ve got a problem, then you do.

The very first step for you to take is to stop pretending that all the different interruptions you are “letting in” are normal, neutral and have no effect on you.

Because they most certainly do.

And the main reason is…

 

55 | P a g e

As Interruptions Increase…  Net Worth Decreases 

Remember just a few pages back, in the beginning of this section I listed out for you what I’ve called the Income “Friction Accelerants”?

Just to jog your memory I put them here on the graphic on the right.

As you can see, each income decreasing force stems from the rapid increases in the number of interruption sources all around us.

In order to lick this problem the very first step is to take a closer look at each of these income leaches.

This way you can recognize each of these business-debilitating drivers if or when they rear their ugly heads.

Ridding your life of these is one of the key factors separating the frustrated entrepreneur wannabes from the happiest, most intelligent and wealthiest business owners on the planet.

Don’t believe me?

Just run down the list of these friction accelerants and think about Bill Gates or Warren Buffet and decide for yourself if you think they’ve got any of these going on in their business and personal lives.

56 | P a g e

The Chain Reaction Ravaging Business Owners’ Brains 

Look, all the courses you’ve studied, all the ebooks you’ve read, and all the tele-seminars you’ve attended won’t add up to an extra nickel in profits if you allow your brain power to be reduced to mush.

But that’s exactly what’ll happen if you let the chain reaction of income friction accelerants wreak havoc on your critical thinking processes.

That’s why it is critical now that we take a moment to get a handle on each of them.

This way as soon as any one of them rears its ugly head in your life – you’ll recognize it quickly and yank it out of your life and kick it to the curb.

We’ve already covered the constant barrage of interruptions and what’s causing it, so let’s move on to why so many Internet marketers’ minds are being reduced all the way down to the…

Attention Span of a Gnat MIT Professor Ted Selker told the BBC during a recent interview “Our attention span

gets affected by the way we do things… if we spend time flitting from one thing to another… we can get into a habit of not concentrating."

And guess what? Every time you get interrupted, every

time you get distracted you are actually training yourself to reduce your overall attention span.

You are actually building yourself a new

habit that continually reduces your ability to learn, nose-dives your ability to understand the moderately complex, and could ultimately drop your wealth earning potential into the depths of business failure.

It’s one of the biggest ironies of life isn’t it? The habits we want to acquire are difficult to practice daily for a long enough period

of time for it to click into place. Yet, the damaging destructive, and debilitating habits are just the opposite. We

actually have to fight not to acquire them – because it’s so easy to fall into the daily routine of unconsciously practicing those activities that build the bad habits.

57 | P a g e

The bad news is… without noticing it you’ve probably already reduced your attention span significantly and that it’s already costing you money in sacrificed profits.

The good news is that it’s dead simple to regain what you’ve lost.  

The reason is that somewhere deep in the recesses of your brain, the pathways have already been built up for you to have the longer attention span you had earlier in life before you unknowingly started to shorten it.

Even better, you can build your attention span to levels you never thought possible with a few simple yet fun activities I am going to show you later on in this doctrine.

The first step to getting your attention span back to the levels you had before is to simply resist the interruptions and distractions that you have succumbed to in the past.

Too Many Options Will Paralyze,  Delude, Waste Time & Disappoint 

It’s obvious nearly everyone desires to have choices in life. And when we don’t get to make the choice in an area we may consider as important in our lives – we often resist because we enjoy our freedom and don’t like being forced to do anything.

But what almost no one realizes is that there’s a very real limit to the number of choices we can enjoy. And when you cross that line, choice goes from good to bad awfully

fast.

Just because some choice is good, doesn’t mean that even more choice is better.

The first effect of too many choices tends to be paralysis. We have too many options to choose from so we

can’t choose at all. I see this all the time in Internet marketing and with small business owners.

There are so many different ways to market a business and so many opinions on the right way to do it. What ends up happening is the

entrepreneur who goes out looking for the “right” way to do things often finds themselves going down a rabbit trail of confusion which naturally leads to inaction.

And experts tell us they see this all the time – the more choices we have the greater our belief that there is a perfect solution for us somewhere buried deep within the choices.

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What follows is predictable… the stronger our belief that there is a perfect solution out there (whatever perfect means). The more we end up searching for that perfect solution – wasting more time than is really necessary or appropriate.

Unfortunately it doesn’t end there. Because the more convinced we are there’s a perfect solution out there, the less likely we will be happy with our final decision since it never lives up to the false belief of the perfect solution.

If You Think More Is Better…  Than You Don’t Know Yourself As 

Well As You Think A consistent problem I see in many entrepreneurs is the conviction that more is

always better than less. But the truth is most people don’t really know themselves that well (of course we all think we do). That’s why most people don’t know what’s good for themselves.

So entrepreneurs go around accumulating more marketing tactics with the mistaken belief that the business owner who is familiar with the most marketing tactics somehow wins in business.

But the truth is the polar opposite. Because as the number of marketing tactics you know climbs, mastery in any of them plummets. And online this is even more costly than offline. Since online advertising more closely resembles an auction format than offline, a competitor that’s mastered a certain marketing vehicle will force you to spend more money for a worse result.

Bottom line – sometimes knowing too much can hurt – especially if your knowledge acquisition has been somewhat haphazard in the past.

This personal example should resonate with you – whether in your personal life or possibly your business life.

Since I spend a good part of my time optimizing businesses you would think when it came to my own business I wouldn’t need any help whatsoever. But you would be wrong if that’s what you thought.

I’ve always sought out advice when dealing with my own business challenges. And I can’t think of a time I’ve ever regretted it. Actually just today I called Internet Marketing Guru Mike Filsaime to get his opinion on an important matter. I knew I was simply too close to the situation to be objective and unbiased.

After giving me the advice I needed, Mike hit me up for some advice. When we were wrapping up we actually spoke about this common experience. Both of us were

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From Invincibility to Mental Exhaustion 

Has this ever happened to you…? You have a great weekend and you’ve made some important distinctions that

you can’t wait to get working on.  So you start your Monday fresh and rejuvenated, ready to tackle what the

world throws your way and to start making progress on what you realized over the weekend. 

Yet, by noon your sense of invincibility has started to fade into the background as you are forced to juggle all the challenges, complexities, and opportunities being thrown your way.

And by the time the day is over, you look back and wonder why you didn’t get any real high leverage activities done or even started. You’re exhausted, yet you’ve got nothing to point back to and say it was all worth it. So you chalk it up to a bad day, and promise yourself tomorrow will be different, but it almost never is.

Not to worry, help is on its way. 

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We hope the first two parts of The Attention Age Doctrine have helped you understand what this new age means.. and in next installment Rich will be covering the opportunities that lay ahead. 

We’ve had to pull Rich away so he can complete his agenda for our upcoming seminar.

His preparations include defining and laying out the opportunities to profit from The Attention Age, as well as finalizing the actions steps needed to implement eveything you’ve learned to double your business in the next twelve months.

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Last, if YOU have a project or business that you're trying to get off the ground, We’'ve got an INCREDIBLE opportunity for you.

Imagine if you could call up several of the SHARPEST marketing minds on the planet...

Imagine if you could suck every DROP of extremely profitable advice from their skull...

Imagine if their advice was one-on-one and handed to YOU on a silver platter...

I'm talking about PERSONAL advice from Jay Abraham, John Carlton, Jeff Walker, Mike Filsaime and myself, Rich Schefren. If you need help with your blog or traffic, I’ll also bring in the best in the business to help you.

These guys typically charge fees such as $1250, $2000, and even $5000 an HOUR!

Imagine if YOU could get ALL OF THEM to work on YOUR BUSINESS?

You could literally implement ONE idea from each of these marketing masters and triple your profits. Seriously, I call these guys up on a REGULAR basis and ask for help with my business. And their advice is usually worth SIX and in some cases SEVEN figures.

64 | P a g e

My Challenge For You Is... Do you have ANY idea how much THEIR attention would be worth to

YOUR business?

Well here's the deal...

I want to PROVE how powerful the ideas in my latest report are. In fact, I've decided to create a contest. This is UNLIKE any other contest you’ve seen.

If you WIN first prize, you'll get PERSONAL, one-on-one, one-hour calls for advice with me and each of the marketing experts that I referenced above. If you've got a business or an idea for a business, getting on the phone and having these guys DISSECT your project is PRICELESS.

At a minimum, it's worth about $25,000.

But even if you don't win "first" prize, there are 5 runner-up prizes which pay $1000 CASH in your pocket!

So what do you have to do to win? 

The contest is simple.  You've read my latest report. It's all about how ATTENTION can make

you money.

Now, I want to prove it.

The person (or team) who can create the MOST attention about my latest, groundbreaking report (and my upcoming seminar) will win first prize.

You can write press releases... You can write blog posts... You can write forum posts... You can call a radio station... You can mail your list... You can upload a video to YouTube... You can do almost anything... (But No Spam!)

65 | P a g e

The goal is to show how you can create ATTENTION. If you can demonstrate that you understand the concepts in Rich’s

report, and you create a palpable BUZZ on the Internet, you could win first prize, or one of the runner-up prizes.

So there it is. A chance to win PERSONAL advice with several marketing masters. A chance to show off your marketing chops. A chance to win cash….

A chance to impress Rich with your marketing skill. And who knows what that could do for your business!

Read the report again and then spread the word about the report (and the seminar if you wish).

Then, document what you did and complete the form at: http://www.strategicprofits.com/getattention

You have until July 8, 2007. After that, winners will be chosen.

To Higher Profits,

The Strategic Profits Team

 

                                                            i Entrepreneurial Programming and Research on Mobiles (EPROM) (part of the Massachusetts Institute of Technology Design Laboratory, “Why Africa?”) <http://web.mit.edu/eprom/whyafrica.html> (accessed October 23, 2006). ii Internet World Statistics: Usage and Populations Statistics <http://www.internetworldstats.com/stats.htm> (accessed October 23, 2006). iii VeriSign Internet Security Intelligence Briefing, June 2005, Volume 3, Issue 1 <http://ask.yahoo.com/20060324.html> (accessed October 23, 2006). iv Sean Michael Kerner, “IM Accounts to Number in the Billions,” Enterprise, July 19, 2005 <http://www.internetnews.com/entnews/ article.php/3521456>. v (“The Cost of Not Paying Attention: How Interruptions Impact Knowledge Worker Productivity,” Jonathan B. Spira and Joshua B. Feintuch, Basex, 2005) vi  (“The Cost of Not Paying Attention: How Interruptions Impact Knowledge Worker Productivity,” Jonathan B. Spira and Joshua B. Feintuch, Basex, 2005) vii  (U.S. Department of Labor Bureau of Labor Statistics June 2005)