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really have to be loud to get attention? After all, some
of us work with financial institutions and government
agencies where understatements tend to outperform
hyperbole.

Ben Jura, an independent design and creative
strategy consultant, advised brands to consider how
customers receive and process information. His post,
"Communications Strategies for Brands Competing for
Attention," published June 16, 2020, by the American
Marketing Association, recommended being mindful
of what you say and how you say it.

"Today, our attention span is spread so thin, and the
competition for that attention is fierce," he wrote.
"Marketers are trying to get people to process incredible
amounts of information as quickly as possible, so as to
not risk losing their attention before the message is fully
communicated."

Authentic voice
It has been said that salespeople are the easiest people to
sell, because they usually say yes to a perfectly crafted
pitch. The same can be said for writers; we know good
stuff when we see it and will usually read on, even if we
don't learn anything new. A well-crafted pitch or story
will make us want to take that ride.

I enjoyed reading Alex Rolfe's April 5, 2024, post in
Payments Cards & Mobile, "How safe is crypto versus
traditional payment methods?" Rolfe, managing
director and editor in chief at PaymentsCM, had an
inviting, down-to-earth style.

Acknowledging that comparing crypto and fiat
currency security is complicated, Rolfe offered no
definitive answers. "Each approach presents its own set
of trade-offs, requiring users to consider factors such as
risk tolerance, storage practices, and the reputation of
service providers," he wrote.

I'm thankful for the many talented writers whose
educational articles and sponsored content have graced
The Green Sheet's pages for over 40 years. It's been a blast
writing our industry's story with you, in all its messy
complexity.

Dale S. Laszig, senior staff writer at The Green Sheet and founder
and CEO at DSL Direct LLC, is a payments industry journalist and con-
tent strategist. Connect via email dale@dsldirectllc.com, LinkedIn
www.linkedin.com/in/dalelaszig/ and Twitter https://twitter.com/
DSLdirect

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