CHAPTER 9

Get Your Customer Involved

The Internet democratized the selling process, and today people are more interested and tuned in to what their peers and experts say about a product than the spin from a company's paid copywriters. Today's content is shared and consumed as a group, and much of what we like we is based on what others like—which leaves a big role to fill for “influencers” of any kind. The influencers can be your readers who comment, or the people who write the content.

There's now a two-way channel running twenty-four seven, and it's where your potential customers spend more and more time chatting with others and comparing notes about different products and experiences. There was a time when a consumer would hear about a brand ...

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