BEWARE OF GEEKS BEARING GIFTS

Nick Michaels
Copyright 2016 American Voice Corp. All Rights Reserved

The two biggest lies about technology!

1: Technology will save you time
Technology eats time the way Humpback Whales eat Krill, by the TON

2: There will be an endless amount of new creative expression now that the media has become "democratized".
It is true that the amount of content will explode exponentially, however it will be devalued to almost zero. Sure some people will be able to monetize some content but you better like cute cat videos.

ALLOWING THE AUDIENCE TO DISCOVER YOUR MESSAGE

Nick Michaels

Copyright American Voice Corp. 2016 All Rights Reserved

Are you still trying to "tell" the audience/consumer something? Instead of wasting your time doing that, why not craft your message in such a way that the audience "discovers" what it is you want them to know. The act of discovery is part of the massive and fundamental power shift brought on by the over communicated world. The shift in power and control from the sender of the message to the recipient of the message. 

It manifests itself in many ways: Binge-Viewing, Multi-Platform Accessibility, Time-Shifting, Click and Play, Fast Forward Through Commercials. It is visible in the tone of the messages which is much more accommodating and less strident. The focus is on the audience/consumer's needs, wants and fears and only indirectly on the product. It is not so much about the product but rather how the product can serve those needs wants and fears. Engagement begins with discovery and participation.