Engagement. How to engage with your public. Engage with your audience. Everyone seems to be chanting some variation of the above.
It's all wrong. Again, Conventional Wisdom is wrong.
Conventional wisdom is wrong because it's like Facebook stock. When everybody says its a great investment, the fat is already sucked dry.
You Will Always Be the Wolf.
To innovate you must stray far away from the herd. It's the 80/20 Rule. 80% of the fat goes to the 20% who are exceptions.
So in marketing, why shouldn't you engage?
Simple. In the end, you are always the worst sales person for your product. By engaging, you will always put the prospect on the defensive. No matter how little, they will still be on the defensive. Instead, get your customers to engage for you. Here's How: How To Persuade and Influence Your Customers to Refer You In Social Media.
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