How To Gain and Control Attention

How do you get attention in a volatile marketplace full of loud potent competitors who seem to be one step ahead of you at all times?

This challenge may seem impossible for beginners, but it’s not.

In this episode Igor explains how he went from invisible to attention-commanding authority nearly overnight by changing one thing about his online business.


Igor Kheifets: I'm Igor Kheifets and this is the List Building Lifestyle, a podcast
for those who want to build a large profitable email list and make six figures from
anywhere in the world. If you would like to get rich by building a large email list
while helping people, this podcast is for you. I also invite you to attend a free web
class I'm conducting this week to find out how I built a list of four-million-three-
hundred-thirty-one thousand-six-hundred-and-fifty-six email subscribers at a profit.
Secure your free seat at Attend this free workshop to discover an easy
way to get 50 to 500 new email leads per day on complete autopilot without losing
tons of money. Just go to to attend this free web class. And now, once again
it's time to claim your list building lifestyle.

Welcome back to another edition of the List-Building Lifestyle, with your host,
Igor Kheifets. You know, when I just got started and for the first couple years, I
had this mental barrier in my mind that would really prevent me from achieving my
first great success, and that barrier was revolving around the idea that I had
nothing to bring to the marketplace worthy of attention. In other words, after
attempting to market for a couple of months, building Myspace profiles, harassing
people on Facebook, trying to write some articles ... That was the thing, right?
The web 2.0 era, when I got started. I recognized that I wasn't getting much
traffic, and of course at the time, I already knew that he who controls an
audience, he who controls attention, he who controls traffic is generally
successful online. Therefore, I had to learn how to make that happen, how to do
that on my own. You know what's a funny thing? I really genuinely tried to get
traffic, but deep down inside, I never believed that I could say anything that
would get people attention. In other words, that would stand out from the whole
crowd of people who were already saying the exact same things.

I really didn't understand why would anyone, why would anyone, pay attention to
me, when they had other people in the market who were way more credible than me
... Why would they even know my name or bother checking out my stuff. Because,
after the first couple of months, or maybe three to four months of genuine
attempts to tell my story, of course I did it incorrectly and I made a lot of that
stuff up. But, after several attempts for several months, I just gave up. I just
gave up saying things and I tried to look for shortcuts that never worked. So,
what I didn't understand at the time, the fact that I understand now, and the fact
that has been truly, concretely set in my mind and there's no way you can convince
me otherwise, is that no matter how competitive or how full or how infested the
marketplace is ... I mean, no matter how bad it gets, you can always get your
share. You can always get a piece of the pie.

And here's why. If you're a smart marketer, if you are diligent at studying the
art and science of marketing, you know that he who commands attention wins, right?
He who is able to pull someone's attention will always have the opportunity to
market a product, to sell something, to do something that will result in a
transaction. So, the question then becomes, how do you gain attention in a very
competitive marketplace? Why would someone pay attention? Well, the reason why
someone would pay attention is because, quite simply, they can't help it. It's not
like people decide. We think that we have free will and that we are in full
control of our decisions, but that is not true. We don't even recognize how
manipulated we are by our own brain and by our own emotional guidance system. In
other words, not just the decisions we make on pretty much hourly basis are
dictated by pure emotion and then are being justified by logic.

That alone should tell you that whenever you're marketing or selling something,
it's not really about the logical aspect of what you're selling. But we're also
really bad, probably worse than any animal on the planet, at controlling what we
give our attention to, which is, in my opinion why one of the greatest secrets to
success is having the ability to maintain a really focused energy, a really
focused attention on one thing until you get it done correctly, which is something
you may notice to be very, very common between old people who are successfully
making money on line. They're very focused and they're very diligent about
following through. But the average person, the average person, and even those top
performers, too, they're really bad at controlling what we pay attention to.
Therefore, if we just have the right bait.

Before you feel bad about me using the word, bait, okay? Just try to set that
aside for a second. We'll get back to it. But, just by using the right bait,
anyone can be seduced into consuming our marketing message. I don't care if that
person is a Yale professor with 17 degrees and a major in nuclear psychology. I
don't really care who they are, where they live, whatever. Everybody has a bait.
Everybody has a temptation. Everybody has some sort of emotional payoff that
they're looking for, and with the right bait, we can tempt anyone. We can really
win anyone's attention. We just have to truly understand who we're dealing with,
which is why in pretty much every legitimate, serious, and high-quality course on
marketing, the first thing they talk about is know thy customer, is getting
intimate with your market.

It's why in my master class, in my List-Building Master Class, it's a $2,000
course, the first four hours are devoted to understanding who is my customer? What
are they thinking about? What are they afraid of? What are they concerned about?
Who are their enemies? Do they have any scapegoats that they like to use? What
would prevent them from sleeping well at night? What are they dreaming about? What
is nagging them? So, if I know all these things, I can create the right bait to
gain their attention, and as a result, I can use pretty much any medium of
advertising in order to grab their attention and hold it for long enough to entice
them to check out what I offer. Which why even though the inbox is really
competitive these days, we're still able to pull ridiculous EPCs. I'm talking
about on the most recent promotion, we pulled, I think, $60 per click from an
email promotion.

The webinar I've done, even as early as a couple of years ago, we've done
$160-$180 per webinar attendee coming from email. So, even though the marketplace
is very competitive, even though it's really hard to get people's attention, even
though the inbox is full of other messages and other marketers trying to fight for
attention, guess what? It only takes one good subject line to fully gain their
attention and maintain that attention for long enough to create that emotional
payoff. If you are a student of marketing, you understand what I'm talking about.
If you're not yet, then know that if you're not getting your piece of the pie
right now, it means you're not using the right bait and you're positioning the
right offers that speak directly to those emotional payoffs that we all have.

So, now let's get back to the word, bait. What is bait? How do you define exactly
what your target prospect or your target market should be paying attention to? How
do you position in front of them? How do you create it? How do you get people to
pay attention to what you're about to say? Well, the first thing you need to
understand is that bait is not anything physical. When it comes to marketing, it's
truly a business of leadership. It's truly a business of selling ideas. Just like
politics, and marketing and politics have a lot in common, which is why great
marketers turn into great politicians. In fact, look at Donald Trump. He became a
president, and the guy's probably one of the greatest marketers on the planet
today. He's definitely a great salesperson. He's definitely a great liar. But, as
far as marketing's concerned, he gets it. So, when he was running for president,
notice the bait he used. He spoke about the wall. He spoke about him not needing
the money and how he doesn't depend on anyone. He spoke about a bunch of things,
and all of these things were bait. Now, this bait that he spoke about, all the
things that he mentioned in his campaign running all the way up to the election
day, all that tells you more about the voter than about Donald Trump.

Yo, it's Igor. If you're loving the content, hop on over to for more free training and a free transcript of this
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Everything he was saying had nothing to do with him. He doesn't need a wall. He
doesn't care about Mexicans climbing over the border. He doesn't care about
Canada. He doesn't care about taxes. He doesn't care about that stuff. But the
voters do. The voters do, and so, when you see half the country respond to his
bait, when you see half the country celebrate when he says, "We'll build a wall,"
what that tells you is that the country, the people who are voting for him have
this ... they're pursuing this emotional payoff of safety. This emotional payoff
of safety, both financial and physical, through the means of building a wall. Now,
before Trump said it, they didn't really think about the wall, so all he needed to
do is plant the idea of a wall in their minds by talking about it and having the
media space to do it.

Of course, if you're running for president, you're getting a lot of media space.
You're getting a lot of media attention. What he did, he used it correctly. He
gave them an idea that appealed directly to the emotional payoff he knew his
voters are looking for. Financial security. Physical security. Now, of course, he
alienated the other half of the country that was against him, but that was enough.
That was enough to win the election. So, I'm not saying the bait you're going to
put out is going to work with everybody. No. In fact, the bait you're going to put
out is probably going to work with a 0.001% of the marketplace, if not less than
that. But, you will be able to build a thriving six-figure business even with such
a small market.

For years, I went on making six figures a month with a customer base of less than
5,000 people. When I crossed 10,000 people, I doubled. When I crossed 20,000
people, I started producing well over that. The reason is, because with the right
bait, you cultivate the right audience, you appeal to the right emotional
triggers, and by doing so, the marketplace tends to reward you with loyalty and
transactions. Now, this is not to say that you need to create fake bait or that
you need just to say thing just to get people to buy from you, but never deliver.
No. If you do that, the marketplace quickly catches up with you and it results in
very nasty consequence.

For example, I had a two coaching clients who used this exact concept, but never
delivered on what they promised. I'm not going to name their names. Neither one of
them no longer markets online. They had a really short run. But the first one sold
coaching, supposedly coaching, with appealing to the element of let me drive your
traffic for you. So, he saw what we were doing, but instead of doing it correctly,
like we do, he tried to do it incorrectly. He sold a ton of memberships where he
promised to people he's going to get them a ton of leads, and as a result, the
marketplace caught up with him so quickly that not only he lost is PayPal account,
not only banks refused to work with him, but also his entire reputation online was
so, so bad, that even after he created an alias, they still caught up on him and
he still couldn't make any money, so he quit. The last I checked, he applied for a
job at a police force. Now, I don't know if he's still there, but all I know is he
ruined it, not because of the bait he was using, but because he was using bait he
couldn't deliver on. That was the mistake.

Now, the other student started out really well, and he was selling coaching
packages, expensive coaching packages, about $3,000 to $5,000 a pop, and he was
using all the right bait. In fact, he nailed down the bait. Again, I'm using the
word, bait, just so I have an easy reference word for it, but the bait is simply
ideas that appeal to the emotional triggers that your prospect has, both positive
and negative triggers at the same time. So, he used the bait so well and he
memorized it so well that he brought it down to a simple script, and within just
90 minutes, he was able to get on the phone with pretty much anyone, recognize
their emotional triggers, and then fill in the blanks in the script and just knock
out sales one after the other. He did it so fast, that he simply couldn't deliver
on everything he sold. He just sold too many memberships. As a result, he has a
lawsuit on his hands that I think he ended up winning, but he definitely ended up
moving away from the industry because he realized that you actually have to
deliver on what you sell, which to him was a big surprise.

So, my point is this. Even if you're a nobody, even if you're an absolute nobody,
if you appeal to the right emotional bait, if you appeal to the right emotional
pain points, if you appeal to the right emotional desires, right, to the right
emotional triggers that we all have within us ... No matter who we are, we all
have our own triggers. If you can guess at least 10% of these triggers correctly
within the scope of your marketplace, you will end up making big money. The reason
is because the marketplace tends to reward the people and the marketers who
trigger those emotional pain points and emotional points. ... It tends to reward
those marketers with attention, and if you have attention, you've got 50% of your
success down. So, you can step into the most competitive marketplace, you can step
into the marketplace that has bigger, more potent, richer, more skilled
competitors than you are, or that you ever will be, even if you feel that way
right now, and if you simply say the right things, everything else will be dimmed
down. The prospect's brain will automatically, without the prospect even knowing
that or recognizing that until a couple of hours down the road. They will dim
everything else in their mind.

Imagine it's like the theater of the mind. They will dim the lights and they will
showcase nothing but what you're saying, giving you their full, undivided
attention for at least five seconds. Now, from those five seconds, it's up to you
to keep maintaining that attention, to keep delivering that bait to the brain,
until you've delivered enough bait to satisfy the brain and make a call to action
to get on your list. From there, you continue to market the exact same way, never
assuming that you've got their full, undivided attention, but rather working on
perfecting your bait presentation skills.

Again, I want to stress this before we wrap up the episode how important it is to
make the distinction of what bait is and how it's important for you to not view it
in a negative sense. Because bait, although the word has a negative meaning to it,
bait is simply what they're going for. Bait is what gets their attention. Bait is
what their brain will automatically recognize and automatically drive their
attention to if it sees something like that in front of it. Again, so, it's not
even between you and your prospect. You sort of detach your prospect from their
brain in a way. Just try to imagine ... Take out the prospect's brain out of their
skull and you're operating versus the brain. If you can engage the brain based on
the rules and patterns the brain operates on, which are completely automatic,
because based on these patterns, we survive, and that's not something that's going
to change in the next 100 years. As long as you operate on what the brain operates
on, you don't even need to think about the prospect. All you need to think about
is how does the brain work and how do I give the brain what it wants. So the brain
then dictates the prospect what they do.

Now, I didn't mean to get scientific or try to get into the anatomy lesson here,
but, as a marketer, it's really, really crucial for you to recognize these things
and to embrace them, because they will help you in understanding how to properly
market. And so, with this episode, again, what I'm leaving you with is the
understanding and the belief that you can gain anyone's attention as long as you
give them the right bait. All right?

So, this is Igor Kheifets. Thank you so much for tuning in for another episode of
the List-Building Lifestyle, and until next time we chat, have a good one.

Thank you for tuning in to the the List Building Lifestyle. Get access to previous
episodes, the transcript of today's show, and exclusive content at our website at Also, don't forget to claim your free seat at the
traffic workshop I'm conducting this week where I'm showing how I built a list of
four-million-three-hundred-thirty-one-thousand-six-hundred-and-fifty-six email
subscribers without losing money. And how my clients are pulling anywhere from 50
to 500 new leads per day on their list at a profit without any list-building
experience. Just go to to claim your free seat now.

Who Is Igor Kheifets

Igor Kheifets is the 3rd highest-earning super-affiliate in the internet marketing niche.

Igor’s 2-step system has helped him consistently rank as the highest-earning and the highest-converting (measured in commissions earned per click) for industry’s leading vendors including but not limited to Matt Bacak, John Crestani and Anthony Morrison.

Igor boiled down success in affiliate marketing to a set of predictable easy steps anyone can take to generate commissions.


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