The Cheapest Attention You’re Missing

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🚀 The Cheapest Attention You’re Missing

Every brand is running the same playbook. More creative spend on social. Higher CPMs on paid search. Bigger influencer budgets. The channels getting the most attention are the most expensive, the most saturated, and the hardest to stand out in.

Meanwhile there's an entire category of touchpoints your audience encounters regularly where the creative bar is effectively zero because nobody has bothered to try.

The lowest-competition real estate in marketing isn't where you think.

The places your audience expects nothing are the places where anything lands. Error messages. Release notes. Confirmation emails. Unsubscribe pages. Transactional screens. Nobody reads these, which means nobody tries, which means a single line of genuine personality hits harder than a six-figure campaign in a crowded feed.

Coinbase demonstrated the extreme version of this. Earnings calls are the most reliably boring content any company produces. So they played Subway Surfers on the top half of their Q4 results video. People shared it everywhere, not despite the context, but because of it. The contrast between the format and the content was the entire joke.

Slack has been running a quieter version for years. Their App Store release notes stopped pretending anyone reads changelogs. The copy is deadpan, self-aware, occasionally absurd. The people who do read it share it. Earned distribution from a touchpoint that costs nothing to produce.

The audit worth running on your own stack.

Go through every touchpoint your audience encounters and ask one question: what does someone expect to find here? Then do something different:

• 404 pages: high traffic, zero creative effort from virtually every brand running one
• Error screens: "Something went wrong" is a missed conversation with someone already paying attention
• Confirmation emails: transactional copy that could carry one line worth remembering
• Unsubscribe pages: genuine attention from someone who has already mentally checked out
• Release notes: nobody reads them, so write them for the one person who does

The mechanic is identical across all of them. Surprise people in a space they've been trained to ignore and the response is disproportionate to the effort.

Why this compounds in ways paid distribution never does.

Personality in low-expectation touchpoints signals that someone at the company actually cares about the details. That reads as competence and taste, two things no amount of ad spend can manufacture convincingly.

The people who notice tend to be exactly the kind of users who tell other people. A clever unsubscribe page gets screenshotted. A funny error message gets posted to X. A release note with genuine wit circulates in Slack channels. None of that is paid distribution.

The highest-competition channels get more expensive every year.

⚡Performance Channels Plateau When Demand Isn’t Growing

This post explains why scaling stalls eventually, even when campaigns are optimized. Performance channels capture existing demand, but they don’t create new demand. As spending increases, the available pool of high-intent buyers gets exhausted, making growth harder despite continued optimization.

Why it works: Performance marketing relies on existing intent. Without new demand entering the funnel, competition increases and efficiency drops. Investing in demand creation expands the addressable audience and sustains long-term growth.

Where it needs balance: Brand building takes time and is harder to measure. Over-investing too early can strain cash flow. The right balance depends on growth stage, margins, and how quickly performance channels are saturating.

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🎥 Reel of the Day

What Works:

1. Predictable Chaos - This works because it captures a weird universal pattern everyone in service jobs has experienced, turning an invisible superstition into something visible, relatable, and instantly believable without needing explanation.

2. Expectation Flip - The “3 ways” format promises value but delivers irony, creating a satisfying mental twist that keeps viewers engaged longer than actual advice, because the brain enjoys recognizing the joke instantly.

3. Comment Engine - It triggers shared experiences, making people jump into comments to add their own stories, turning the reel from passive watching into active participation and boosting engagement naturally.

Shared Truth - Create content that reflects a feeling people already know deeply, so instead of learning something new, they feel understood, which drives stronger engagement, shares, and meaningful comment conversations.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰