When you say, "my customers," or, "my readers," you're using a shorthand, but you're also making a mistake. We're not yours. We're ours. Your readers aren't going to spread an idea merely because you ask them to.
Zan Chandler's insight:
When speaking about the relationship you may think you have with your audiences (customers, readers etc) Seth Godin makes an important point: "...in the long run (and all the important stuff is in the long run) those individuals, that tribe, is going to care about what they always care about--itself. If you play a part in their version and vision of the future, then sure, go along for that ride. But no, you don't own an audience.
Sometimes, if you're lucky, you rent one."
I believe that it's important for content producers to think of their interactions with audiences as investing in the development of a long term relationship, as opposed to transactions. The former is about establishing that content producer and audiences are part of a "tribe". There's a concordance between what the producer wants/believes in and what the tribe wants/believes. This is a better basis of a long friendship than "hey dude, buy my film."
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