Software as a Science: Unlock Limitless Recurring Revenue Without Losing Control

by Dan Martell

The 3 Fs of Borrowed Attention Looking to dive straight into an earned media/partnership channel? Use this quick framework to find out how to best create an earned media/partnership channel that maximizes borrowed attention: Fund: Who is your best-fit customer already buying products and services from? Follow: Who does your best-fit customer pay attention to? Think about authors, podcasters, blogs, websites, business coaches, influencers, publications, etc. Frequent: Where does your best-fit customer hang out? (Groups, events, masterminds, user conferences, etc.) Take out a piece of paper, fire up Google, and write out the three lists above. The result will be a database of all the places that your customers’ attention already goes—and from there, your job is to network, deliver value, and create the relationships with the owners of those places so you can get you into those platforms, serve those audiences, and borrow that attention.

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