We Turn Attention Into Money

Hey, Nabeel and Irshad Azeez here.

Here’s a little marketing wisdom for you – take it for what it’s worth.

Successful marketing is the alchemy of attention.

And good marketers are attention alchemists.

What does that mean?

Attention is currency.

And getting attention is the #1 challenge all businesses face with their marketing.

Once you get it, you need to hold it.

And eventually, turn it into sales for your business.

This is what we do: turn attention into money.

How do we do it?

by Sticking to the fundamentals.

We’re talking fundamentals that have worked since the idea of marketing was invented.

Do you know why they work?

It doesn’t matter how much technology changes…

Human behavior hasn’t changed in thousands of years.

So, you heard about this thing called “content marketing”

Maybe you did a bunch of research on it. Everyone was saying the same thing: endless traffic to your website…for FREE!

“More traffic means more customers,” you thought to yourself. And, like in the cartoons, your eyes turned into “$” signs.

So, you published articles and shared them on social media. Eagerly awaiting your share of the promised web traffic.


Here’s what they didn’t tell you.

You know what they say…“marketers ruin everything.”

Content marketing is harder than ever.

Over 2 million blog posts are published every single day. This stat is from 2015, so the real number is much larger. And not only is it crazy competitive to get website traffic with blogging, but you’re also dealing with a flood of content formats and platforms:

  • Over 300 hours of video are uploaded to Youtube every minute
  • Over 630,000 podcasts exist on iTunes
  • Nearly 40% of time spent on the internet is spent on social media

Oh, and there’s one more snafu…

Social media platforms (like Facebook, Twitter, Instagram, and LinkedIn) and content platforms (like Youtube) want to keep users on their platform for as long as possible. That’s the way their products are designed.

Driving users back to your website is the complete opposite of their objective. Unless, of course, you’re willing to buy ads on their platforms. 😈

Hey, it is what it is. Don’t hate the players, hate the Game.

So, what’s the solution?

Content For Buyers, Not Algorithms

I don’t mean this in a fake, “we’re in love with our customers” kind of platitude. I mean it in the literal sense.

What can you put in front of your ideal buyers to move them from stranger to client? Do you know?

Have you gotten on the phone with your best clients to find out what makes them tick? If you haven’t, this is where you have to start.

And when you understand who your best clients are, the content you create will be a lot different. You won’t be chasing SERPs and long-tail keywords anymore, that’s for sure.

No, the content you create will be remarkable. It will solve real problems. And it will move people to do business with you.

Imagine Getting Clients From Content You Created A Year Ago

This is what we’re offering: content that sells.

If you’re looking for someone to deliver a set number of blog posts per month, we’re not a good fit.

If you aren’t willing to put in the time and energy to do client research before creating content, we’re not a good fit.

If you’re after page views and the #1 spot on Google, we’re not a good fit.

‘Cause none of those things correlate with our objective, which is getting you more clients.

We Aren’t Your Run-Of-The-Mill Agency

Content marketing is the only thing we do.

We aren’t one of those digital marketing agencies who list every possible service on their website.

That’s because understand our limitations. We know what we’re good at.

Let me tell you what happens when you hire the wrong agency to handle your content marketing:

  • They won’t take the time to talk to your clients, sales team, or client success
  • They’ll put together a big list of long-tail, low difficulty keywords
  • They’ll hire cheap writers from a content mill to write 300- to 500-word posts for $15 – $25 a piece
  • They’ll show you reports of your traffic and leads growing
  • But there’s just one problem…

You Aren’t Getting Any new Clients!

Do you know why that is?

It’s because the leads are crap. And the leads are crap because the traffic is low-quality. Low-quality = people who aren’t your ideal buyer.

This is exactly the kind of traffic we avoid like the plague. ‘Cause we ain’t about getting you traffic. We’re about getting you sales.

irshad and nabeel azeez dropkick copy

Our mission

We started this agency together because we didn’t like the idea of being stuck in a cubicle 8 hours a day for decades.

Our biggest inspiration here was our father. But not in the way you think.

He was a “company man,” through-and-through. Worked for the same organization for over 25 years. Despite loving him as a father and admiring him as a man, we desperately did not want to be him in 25 years.

Working for some faceless corporation, dealing with the office bulls***, getting passed over for promotion.

Nope. We knew there had to be another way. A way to make a living while being in control of our time and who we work with.

A way to live FREE.

A few years ago, I (Nabeel) found the world of online business. A friend introduced me to an entrepreneur named Ramit Sethi and his blog, I Will Teach You To Be Rich. Through Ramit, I was introduced to copywriting and digital marketing.

Soon after, I got my first client. I remember thinking, “I might could do this! I can make money helping people with their marketing.”

Irshad, my brother, is a rapper/producer who’s trained in audio engineering. He was also the co-founder of the #1 most downloaded podcast in the Middle East.

It’s an obvious pairing. An agency that grows brands using modern multimedia. Create, promote, convert, scale – all done for you. And so, Dropkick Copy was born.