An excerpt from Your First 1000 Copies:
Reaching people where they’re already spending their time is important because the world has become a busy and noisy place. Every day, people are confronted with sales messages they aren’t interested in and stories they don’t care about. What they do care about are the few direct relationships they’ve invited into their lives. Such direct access is the essence of our new marketing definition: “The act of building long-lasting connections with people.” It’s very important that you think about the strength and integrity of that connection. Always give readers meaningful reasons to continue giving you their attention and following through on your calls to action.