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Why audience engagement matters.
It's all about engagement, by which the process of getting your customers; or it could be
your staff; or your stakeholders involved in a conversation; earning their attention
by sympathising with their pressures, their hopes, their fears, and by developing a long
term relationship with them such that you can get them to recommend you; to suggest
you to their friends; and ultimately of course to buy your product.
The problem is for any business now and any organisation is that customers are bombarded
with messages of all sorts across all kinds of media pretty much all the time. And, truthfully
the only way that your sales message, or whatever your message is is going to cut through is
if you have got a relationship with the people that you are talking to already and if they
already trust you, and that's why this business of engagement is so important. It's about
not telling the customer what you want to tell them, it's about getting inside the customers
head and really understanding what interests them. It's what the Greeks did, it's what
Dickens did, it's what broadcasters do every day of the week, they are totally audience
focussed and they get what their customers are interested in, and that's what you need
to do as a brand.