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Today I have a treat for you - Rich Schefren, my coach and mentor who helped me to restructure my business model to focus on what I really want to do and create significant freedoms in my life, has provided an original article for EJ readers covering the topic of the moment - attention.

This is an area that Rich has studied recently to a very significant degree and with the release of his Attention Age Doctrine Part 2 you can take advantage of his knowledge and foresight. No business owner should ignore this or you risk being ignored in your own marketplace.

You can download the Attention Age Doctrine by clicking here.

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Pour Yourself an Attention Cocktail

Some people call it the “cocktail party effect.” Others just call it rude.

We’re all familiar with the scenario. You’re at a party or business function and you are introduced to someone you truly admire.

Immediately following the introduction, as you say something remarkably intelligent that you had prepared precisely for this moment, you notice that the other person is not making eye contact.

Instead, she is looking over your shoulder at the next person she would like to meet. She is not giving you full attention. In fact, you’re lucky if she’s paying attention to you at all.

Rather than focus on you and your story, that person you really admire is just looking for a way out of the conversation so she can move on to the next, presumably more interesting, conversation partner.

And she may not even realize she is doing it.

This happens more often than you think. Attention is fleeting. So is cocktail party conversation.

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It’s been a long time coming, but Rich Schefren finally released his Attention Age Doctrine second installment.

You can get your copy for free by clicking here -

www.strategicprofits.com/doctrinenew/

As you may remember I wrote about the first part of this Doctrine back when it was released in July. The first report thoroughly delved into the world of information overload and highlighted how critical it is to find a way to cut through the noise and get attention.

Rich promised that the second part would provide solutions and recommendations for how to deal with the situation. It took him nearly six months to finally finish it and today he released part two.

The reason it took so long is Rich had a lot to say about this issue - in fact his draft version of the document was up to 300 pages at one point - but he’s cut it down to the most important bits in the final release and it’s now well under 100 pages.

How Will This Document Help You?

I was lucky enough to get a preview copy of the Doctrine part 2 a few days in advance and I read it from start to finish. I also briefly chatted to Rich on the phone about what he is doing.

I’ve been very excited about where Rich was going with his business focus because Rich really is a thought leader when it comes to business strategy. He sees what is going on in the marketplace and then produces reports to tell us about it.

Obviously he has products and seminars to sell as part of these report releases, but they are entirely optional - you can enjoy and learn from the lessons without spending a dime. If you want help and more advice along the same lines, you can join Rich’s program or attend a seminar or purchase one of his study packages. That’s exactly what I did after he released his first Internet Business Manifesto report - I joined his business coaching program after reading it (and I had no idea who he was before that!).

The reason why I am so excited about this new report is the heavy focus on the importance of Web 2.0 - social media, online communities and of course, my favorite topic - blogging.

The main reason you need to download this report, especially if you are a blogger, is to see how important you are and how vital what you write on your blog is to business.

Blogs Are The Focal Point

The Doctrine Part 2 highlights several case studies where the power of the web community has impacted business.

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