The Engagement Principles

• Don’t Interrupt. Engage.
• Leverage interactive media and build community.
• Create content that engages; talk to, don’t market at.
• Connect with the passions and values of your customers.
• Be authentic (hype & corporatespeak alienate).
• Remember that all buying decisions are emotional.

What do they mean to you?

Medium and small business can now compete - and in ways that you never could before.

You can interact with their customers and prospects. Encourage a two-way flow of information. Connect. Inform. Beguile.

The result is exceptional brand loyalty - a community of uber-users who have too much invested in your brand to try other brands. People who turn around and sell your products for you.

This was possible prior to the Internet. But it was expensive - and far beyond the limited bandwidth of a small or medium sized company.

Not any more.

Don’t Interrupt. Engage.

Engagement Marketing isn’t about interrupting or “grabbing” attention. It’s about engaging with your customers and prospects. It’s about talking to them, and encouraging them to talk back.

For some companies (like Nike) it’s about founding a social networking site dedicated to soccer. For the majority of businesses, it’s about less ambitious forms of communication.

Like blogs. Message communities. E-mail. RSS feeds. And whatever comes next.

It can be viral. But at its essence, it’s simple, plain communication.

It’s Here. Right Here.

This is the blog of Tom Chandler - a 20+ year veteran copywriter and marketing consultant. But it’s not my only site.

I talk copywriting on my Copywriter Underground blog.

And you can see samples of my copywriting work on my “Chandler Writes. You Profit.” Web site.

As you can see, I’ve got a lot of ideas. Contact me to hear some more.