Study Guide of Day Trading Attention by Gary Vaynerchuk (ChapterClarity)

Introduction

Nathan Apodaca, known as Doggface, accidentally created a viral TikTok video of himself enjoying Fleetwood Mac music and a sip of Ocean Spray cran-raspberry juice. The video went viral, gaining over 2 million views and influencing his life. He was approached for sponsorship deals, interviewed by major media outlets, released a song with Snoop Dogg, and made an acting debut in a television show. With 7.5 million followers on TikTok, 2.5 million on Instagram, and 276,000 subscribers on YouTube, the video significantly impacted Ocean Spray's business.

Fleetwood Mac's song Dreams reached the top of the iTunes charts, despite its original release in 1977. Nathan almost didn't post the video, but eventually realized the importance of posting content. Modern advertising has seen countless brands, small businesses, influencers, and content creators achieve life-changing sales numbers from content that doesn't look like traditional commercials or banner ads. Examples include TrapStix, a lip balm brand, and a daughter's video that helped turn her dad's novel into a bestseller. Small businesses are also using platforms like YouTube Shorts to drive leads.

The author uses Facebook Reels to drive signups for WineText.com, a deal-of-the-day wine SMS service associated with their dad's business. They believe that understanding how to use modern advertising platforms to build brand and grow sales is crucial in today's rapidly changing environment. Day Trading Attention, an updated version of their 2013 book Jab, Jab, Jab, Right Hook, focuses on mastering attention, its importance, and how to leverage it for brand building and sales. The book aims to help readers understand the importance of attention in today's advertising landscape.

This book focuses on mastering storytelling in modern attention channels, including social media, event marketing, collectible products, streaming ads, brand collaborations, influencer partnerships, and traditional advertising campaigns. It emphasizes the importance of studying people's attention, the cost of capturing it, and its shifts to find the best marketing and sales strategies for businesses. Marketers have been identifying where human attention lies and reverse-engineering it for generations, as seen with radio and television. By tying baseball references into scripts and showcasing the best laundry detergent, businesses can effectively reach their target audience.

Attention is the game, and underpriced attention is the opportunity. It's like buying real estate, where you need to study the tactical nuances before buying. Advertising platforms with high viewership and low storytelling costs can offer underpriced attention. In the 1950s, television was one of the mediums with underpriced consumer attention, with 90% of American households having a TV set by 1960. Brands capitalized on this by aggressively launching TV strategies with mascots, taglines, and catchy jingles, leading to programs like Hallmark Hall of Fame and The Colgate Comedy Hour.

Television has historically held underpriced consumer attention, with Roy Disney's slogan I Like Ike contributing to Dwight D. Eisenhower's 1952 presidential election. However, as technology evolves, traditional cable television viewership is declining, with 3.5 million video subscribers lost in 2022. With competition from social media and streaming platforms, advertising