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.
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