For decades, tuned out companies have focused on two ways of getting noticed: buy your way in with expensive advertising or beg your way in by courting the media.
These methods rely on one-way interruption with "messages" that consumers increasingly ignore.
How about you? How many 30-second TV commercials spur you to action? Are you one of those people who can't wait to get home and tear through all the wonderful offers in your postbox?
The tuned in company is different. When you understand your buyers and their problems, you communicate to people in an authentic way using the precise language that they use and in the media that they consume. Your buyers want to hear from you.
Have you recently used Google or another search engine to research a product or find an answer to a problem? Most people do.
Your job as a tuned in marketer is to get in front of the people who are searching, right now, for the products and services that you sell.
Your job is not to dream up clever ways to interrupt people.