Most digital campaigns celebrate conversion rates below 1%, but what happens to the other 99% of people a brand interrupts or annoys? Ryan Alford sits down with Steve Pratt, author of Earn It and co-founder of Pacific Content, to expose why so much modern marketing gets ignored.

Steve explains why attention must be earned, how short-term performance marketing can damage a brand and why people can immediately recognize content disguised as a sales pitch. He also breaks down “creative bravery,” the value of serving an overlooked niche and the questions every company should ask before releasing another podcast, video or campaign.

From building one of the first branded podcast agencies to creating shows for companies like Ford, McAfee and Red Hat, Steve reveals how memorable content creates trust before a customer is ready to buy. If your marketing looks like everything else in the feed, this episode explains why that is the problem.

Topics Covered
• Why consumers have become harder to reach
• How brands can earn attention instead of interrupting people
• Why sub-1% advertising conversions should not be celebrated
• The hidden cost of annoying the other 99%
• Why attention must come before revenue
• Creating content that does not feel like an infomercial
• Steve’s “creative bravery” framework
• The danger of short-term performance marketing
• Why most prospects are not ready to buy today
• Building trust before the buying window opens
• How underserved niches can create large audiences
• Why cost per sample can matter more than CPM
• Lessons from Ford, McAfee and Red Hat
• What makes people return to branded content

Connect With Steve PrattSteve Pratt:
https://www.stevepratt.com/

Earn It book page:
https://www.stevepratt.com/book

Buy Earn It on Amazon:
https://www.amazon.com/Earn-Unconventional-Strategies-Brave-Marketers/dp/177458476X

Steve on LinkedIn:
https://ca.linkedin.com/in/steveprattca

The Creativity Business:
https://creativitybusiness.substack.com/

Connect With Ryan AlfordRight About Now:
https://www.ryanisright.com/

Ryan Alford:
https://www.ryanalford.com/

Ryan on Instagram:
https://www.instagram.com/ryanalford/