CEO, Cass Bailey teamed up with Chief Strategy Officer, Dana Schmidt to write Slice’s very first marketing communications books. They’ve both dreamt of writing a book for a long time, albeit separately, but both Cass and Dana’s dream is finally coming true with the release of Pay Attention! and Social Media is About People.

Whether you’re a seasoned marketing pro looking to level up your business’s marketing efforts or eager to learn more about social media marketing, these books are perfect for you.

Pay Attention!

Getting, keeping, and using attention is one of the hardest and most important challenges for marketers today. People’s attention is being pulled in a million different directions by social media, podcasts, TV, Facebook/Instagram, family, friends, politics, the list goes on. Marketing veterans Cassandra Bailey and Dana Schmidt have developed a simple model that any business or nonprofit can use to identify which types of attention they need and create plans to go get them. In a step-by-step process, the authors outline the five types of attention, six potential audiences, three parts of messaging, five kinds of content, four bridges to move people, and a surround sound approach to pull it all together. The result is the one thing all brands need today: Sustained attention from the people who matter most.

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“If you think a winning message is about you and not your audience, that a one-and-done strategy is enough, that success is mostly about luck, and that rising above the din is just about spending money, this book will set you straight. A crisp, timely, and comprehensive primer on how to stand out in an unprecedentedly noisy world, its thoughtful prompts, compelling case studies, and engaging instruction deliver and then some on the promise of its throughline. You’ll leave it clear on how to not only get more attention for your cause, but better attention that leads to actual results. Highly recommended for marketing novices and pros.” Jill Sherer Murray, TEDx speaker, award-winning journalist, marketer, and author of Big Wild Love: The Unstoppable Power of Letting Go

“Everyone who touches an organization should understand its persona, its purpose, and its modus operandi. Cass and Dana’s synthesized tutorial is the first step toward achieving this objective. Business leaders charged with establishing a communications strategy would be well served to Pay Attention!” Lorraine Ranalli, Author of Impact: Deliver Effective, Meaningful, and Memorable PresentationsGravy Wars; and La Famiglia

“Like many industries, marketing has undergone a tremendous digital transformation. Cass and Dana understand all the choices that businesses can make and the complexities these choices bring.  Their explanations, case studies and exercises, help cut through these challenges to make today’s marketing understandable and actionable.” Tracey Welson-Rossman, Chief Marketing Officer, Chariot Solutions; Founder,

Social Media is About People

Facebook, Instagram, LinkedIn, Pinterest, Twitter, TikTok–the one thing that unites them all is that they are used by people, real human beings. Too often today, marketers are focused on algorithms and analytics instead of simply trying to help their company meaningfully connect with the humans that are going to help them grow. This book takes a people-first approach to social media that centers on how to best communicate with others using the social media platforms.

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“For every one brand that’s getting it right on social media, there are 100 brands that need help. That’s because we’ve taken the “social” out of it in search of clicks, views, likes, comments, hearts, ROI, and algorithm hacks. What if your metrics tell you that you have the most engaging post of the year, but the comments are all negative? What if a post is average for engagement, but it’s all from your most avid fans? Cass and Dana have put their finger on the pulse of the problem and delivered a thoughtful, human approach to helping practitioners become, well, more thoughtful and human!” Carmen Collins, 4X Social Media Pro of the Year & Keynote Speaker 

“If you believe in putting the values and needs of your customers at the center of your business strategy (note: you should) then this is the book for you. This is a brilliant starting point, whether you are working on the front-lines of consumer engagement as a social media manager or leading a business with a diverse customer base.” James Gregson, Creative Director, Lego Agency, Americas

Social Media Is About People, is a much needed rallying cry on shaping the future of social media to allow audiences to achieve what they want, when they want it and on their own terms. By refactoring the mechanics of social media strategies, this book takes a de facto people-first/human-centered approach on how to best communicate with others using the social media platforms. With great power comes great responsibility – ultimately, social media practitioners will be enabled to better understand social media’s impact on people after this industry must read.” Chris Duffey, Strategic Development, Adobe & Author of Superhuman Innovation

Meet the Authors

Co Authors Cass and Dana

Dana M. Schmidt is the Chief Strategy Officer at Slice Communications. Driven by her passion for digital marketing, Dana champions brand storytelling across social media, PR and email platforms.Dana’s work has taken her from her hometown in Bucks County to New York City, to Denver, and back to Philadelphia–and even earned her an Emmy award along the way for her work on the “Women and Girls Lead” series at Rocky Mountain PBS. She has shared her expertise with digital marketers through outlets like Adweek, NBC10, 6ABC’s Inside Story, and as a speaker at several national conferences, such as Social Media Day Inc. Prior to joining the Slice team, Dana worked in digital marketing at Philadelphia’s premier public broadcasting station, WHYY, as well as the city’s tourism agency, Visit Philly.

Cassandra (Cass) M. Bailey is the CEO of Slice Communications, the founder and current Chairwoman of Social Media Day, Inc., and the creator of the “My Mom Is…” children’s book series.  She has been working in marketing communications for more than 20 years and has authored two books on the subject: Pay Attention! and Social Media is About People. She believes that integrated public relations, social media, and email marketing efforts are critical for growing businesses and non-profits looking to accomplish their goals.

With a background in international politics, economics, and philosophy, communications has become her passion and she has been tapped by various industry associations and the media to share her insights and experiences.  She has appeared on Good Morning America, CBS This Morning, and The Today Show and has written for, or been quoted in, Forbes, Philadelphia Magazine, Black Enterprise Magazine, TheNextWeb, and a number of other publications.  Cass has also been named as a Rising Star by the Women’s Business Enterprise National Council (WBENC) and received the Brava award from Philadelphia Smart CEO.