Attention Factor In Ads is important to make ads sell and make ads cost efficient. Once upon a day,  a gathering of psychologists and scientists at Goettingen. In the middle of the forum room, suddenly the door opened. There were people dressed in comedians. There was a black man dressed in black in a black suit. The two men quarreled and fought in front of them a gathering of psychologists and scientists. There was a shot. Both escaped.

The forum leader asked the psychologists to tell what they had witnessed for the police investigation. forty scientists wrote the full report of the testimony.

Apparently, nobody presents a full report. Of the 40 scientists, only 6 are not wrong in mentioning facts. while 12 people did not mention 50 percent of the facts that occurred. only four people wrote that the black man was not wearing a hat. Her coat is said to be red, brown, black, blue, or colored like a hat.

## Interest as Attention Factor In Ads

What is the meaning of this experiment? This experiment shows that same senses. But every one of scientist shows different  reports. It shows selective attention. What concerns us may not be the concern of others. And vice versa. There is a tendency we see what we want to see, hear what we want to hear. This difference of attention arises from our internal motivation or situation, not because of the outside factors.

What is it mean for ads? It means that it is better for ads to make an adjustment to the interest of target market or segment. The interest of audience is one of attention factor In Ads. In the social media ads, that can deliver ads to a specific audience, we can make an adjustment the message that most relevant to them. If we said about most specific information about them, it is, of course, can grasp their attention. For example, their name, their problem, their property, their profession, their hobby.  If we want to grasp their attention in the social media ads, we can target very specific segment and create a more personal message for them.

## Uber Value Proposition

Uber Value Proposition is a great and interesting offer, then the market has good response. Based on wordstream  uber is one of the best value proposition. Uber tagline is the smartest way to get around.

That does not describe customer, what offer by uber, and what customer gain, and what pain that reduced by uber. It does follow this formula. That is: Our [products and service] help [customer segment] who want to [job to be done]by [reducing, avoiding] [customer pain] and [increasing, enabling]  [a customer gain], unlike [competing value proposition].

That is a slogan, short version of offering but not complete. Just to attract people to learn more.

## List of Uber Value Proposition

We just think and imagine their value proposition.

• One touch and a car comes directly to you

This is possible because Uber has many members. If  customer calls by application, nearest member of uber can quickly come to the customer. That is different than previous taxi method that, customer call, then explain where customer waiting. That consumes time and energy.

• Your driver knows exactly where to go

Uber driver also knows where the customer wants to go without question because customer set it in the application. So the customer is not necessary to explain where to go to driver, the customer feels safe and enjoy.

• Payment is completely cashless

Uber reduce customer pain about a driver that confuse about where our customer wants to go.  Uber reduce customer pain about price. A customer can pay with PayPal credit card, so if a customer has no cash in hand, he can pay with credit card in the application.

If we reformulate Uber value proposition, we can say: Uber help citizen in the city who want to mobile in the city by reducing price and time and increasing convenience rest, unlike the previous taxi.

It is important to formulate value proposition. High tech business is nothing if they didn’t offer better value than a previous business model.

## Small Step Big Leap

Small Step Big Leap in creating products and services that based value proposition that fit with customer requirement. I show you why.

The most important thing in our business is our customer. Without the customer, no business. No transaction, and no profit. Then second important one is fit offering. Offering that fit to need and expectation of customer segment. Often we just produce. Then promotion. We can succeed with that method, but something we can be stuck because the offering is not fit with customer need and expectation.

Another missing thing is the value of your products. It is not just your product but, the benefit of your products. We have to aware to benefit to a customer because it can help us find insight to improve our products and feature and also we ready to answer, why customer buy from us.

## Value Proposition as Small Step Big Leap

We can fix the missing by creating the value proposition. Strategizer creates a formula that helps us to create a value proposition. It is useful to attract the customer. It is useful to improve our products. It is useful to make fit products and customer.

value proposition is a positioning statement that state benefit we offer to the customer in uniquely well. It describes your target segment, the problem you solve by-products and service, and why choose us.” Positioning is what customer think about our company. Position your business the way that it is already seen in your prospects mind.

Value proposition have component: benefit for the customer. It helps the customer to do their job. It also makes the customer happy, and reduce or avoid pain.

That is: Our [products and service] help [customer segment] who want to [job to be done] by [reducing, avoiding] [customer pain] and [increasing, enabling]  [a customer gain], unlike [competing value proposition].

The company’s value proposition is company concept that helps to improve products, improve message in a promotion. Without value proposition, you don’t know how wonderful your company. That is Small Step Big Leap.

## Beyond Surface of Things Wonderful

Beyond surface of things is wonderful. There is something amazing behind what we see, what we hear and what we taste.

We often claim judgment, “building is green”, “building is high”, “beautiful home”, ” evil conduct”, “so much money”  et cetera. Some of them are physical and sensory judgment. Some of them are mathematic judgment. Some of them are ethic judgment. Some of them esthetic judgment.

Science talk about the physical phenomenon. It talks about natural science. That is not limit of reality. Beyond physical phenomenon, we found in our experience about beauty, and good and bad judgment or ethic judgment.

## Beyond Surface of Things in Kant term

Kant said that beyond sensory phenomenon is noumenon, that is something that exists but difficult to understand. We always revise our understanding: ethic and esthetic.

In the old tribe, someone who knows about the phenomenon and beyond noumenon has an important role and their member of tribe honor them. But now, we separate expertise, so scientist didn’t explore about ethics and esthetic, and think that that is the barrier to objective judgment.

Esthetic not only to know but also to feel, to tend, to act. Ethic is not only to know but also to feel, to tend, to act, to prioritize it beyond our life, we die for ethics than to be evil. That is Kant said.

We can not die for an esthetic experience. But we can die for an ethic reason.

We live not only to differentiate wrong and true but also evil and good, beauty and ugly. Then we try to do true, good and beauty.

Human living is driven by 4 values, goodness, truth, beauty, and Godness.

Search for truth is one of human motif that makes human happy because he uses this own reason capacity.

Search for beauty is one of human motif that makes human happy because it is happy to sense.

Search for good conduct make human happy, it makes him found a meaning of life.

That is beyond surface of things.