Wing 3: Engage
need to grab someones attention, with a connection or passion
does not need logic or reason
Tell a story- personal, accessible, and surprising. Presentation counts, have to focus on something that is not common; not in the news.
Empathize-they will not relate to you unless you can relate to them. Build personal connection of of this relation.
Authenticity-If you can not build this connection, the audience will not be engaged.
example-- tv ad for christian children's fund
Match the media- Mix how you engage the audience by using social networking. Facebook, twitter, tumblr. Communication and not just ads. Gives us the chance to connect through videos, status, sharing links.
Different kinds of media to connect to a different kind of audience
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