It’s safe to say that at least 95% of all marketing messages go relatively unnoticed…and for one simple reason: they don’t command attention. Regardless of the medium, effective marketing makes you stop and look or listen. It distracts you from everything else. Then, it does one more thing: it sets the hook. It gives you something that makes you feel the distraction was worth it. It plants a seed or inflames a desire, in a way that lasts after the message is over. Is your marketing in the 5%? If not, what’s the obstacle?