Lori Lewis On Exerting Influence In A Way That Builds More Meaningful Engagement
May 30, 2012 at 3:58 AM (PT)
There are two ways to exert influence -- to push it on people or pull people in.
JACOBS MEDIA Dir. /Digital and Social Strategies and MERGE author LORI LEWIS says, "Many times the way brands exert their influence is out of sync with why consumers even 'hire' products in the first place -- missing opportunities to deepen the relationship between the brand and the fan.
"To gauge the way your brand is exerting influence, list the elements and the emotional triggers your fans value most about your radio station. Now size that up with what’s most prominent in your messaging?
"Are you pulling people in by speaking for their voice -- talking about what they hold in highest regard about your product? Or are you pushing so much on them that they are starting to forget why they 'hired' you in the first place?"