Attention is the very commandment of ABR, and is needed the most to have a full attention plan. If you are unable to get the attention of your customers where they are, which is their phones, then there is no point in the other commandments. For example, Barleycorn’s was a restaurant I’ve been going to regularly for decades, but I stopped going simply because I didn’t drive by it anymore. They never had a way to reach me outside of their sign outside of their restaurant.

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