Influx

Today’s San Francisco Chronicle has a great quote from writer Dave Barry.

“We can no longer compel people to pay attention. We used to be able to say, there’s this really important story in Poland. You should read this. Now people say, I just look up what I’m interested in on the Internet.”

He is talking about the demise of the printed newspaper, but this quote has wider ramifications for any media and advertiser that still believes it controls the eyeballs.

To be relevant, please make sure you answer these questions.

Meta Question:

How do you make the reader/viewer care about what you have to say?

1. Are you offering the viewer or reader anything new- really new news, a new insight, a new observation or valued exclusive content?
2. If not, are you at least as entertaining to them as other alternatives, not just in your category?
3. Do you have a way for the viewer or reader to interact and truly engage with you

Whether you are brand, broadcaster or even a blogger- you need to always be asking yourself these questions. It demands a thorough understanding of who it is you are talking to, what is that they need and what turns them on emotionally?

Being open and engaging has replaced commanding and controlling.