If a tree falls in the forest, does anyone care? If your content has no consumers, what's the point? The first step in content marketing and demand generation is getting people's attention. Without that, you have no readers, no viewers, no visitors, no leads, no marketing qualified leads and no customers. Nada. For emails, it's opens. For ads and calls to action, it's clicks. There has to be a motivation on the part of the viewer to do something, and if your content is ignored, there is no chance of getting any kind of conversion. So we should be working hardest on the opening line—the attention-getter, right? But what's the catch? The catch is that we get attention-getting stuff shoved in our faces 24-7-365. We're used to the bold headlines, the free stuff and the last chances at salvation. We're immune to all of it. So what's a marketer to do?