As I get more experienced in marketing (or perhaps it's really as I get older) I've come to focus more and more on the basics.

On simple principles that work time and time again.

And perhaps the simplest and most powerful is the principle of giving value.

Marketing at its essence is a battle for attention. If you want someone to buy from you or you want to build a relationship with them, or pretty much anything significant, then you need their attention.

So does everyone else out there. And your potential clients only have so much attention to give.

If you want attention, there are three main ways to get it:

1. You can buy it. You can run ads interrupting their favourite TV show or appearing on their Facebook newsfeed for example.

2. You can steal it. Cold call them when they're not expecting it. Schmooze them at a networking event where it would be rude just to walk away.

3. Or, the best method: you can earn it. You can do something that makes them want to give you their attention.

For most of us, the best way to earn attention is to give value. To write insightful articles, share useful videos, introduce potential clients to people and events that could help them.

The more value you give, the more attention you get.

It feels better too :)

What value are you going to give this week?