Customers do not listen to sales pitches from people they don’t know like they used to. That’s why it’s more important than ever to use trust agents, people who are seen as experts in the field or whose opinion is otherwise trusted by consumers, to make pitches and get people to buy your product. This has been done in traditional media by celebrity endorsements but online media almost anybody can build themselves up as an expert by starting a niche blog and growing an audience. In this Future of Publishing interview, Chris Brogan talks about how companies need to go beyond broadcast and genuinely engage with their customers. Check it out below:
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