5 Ways To Make The Shift From Broadcasting To Engagement

broadcasting to engagement

Want to know how to stand out online or offline?

Do you believe the hype that Content Is King?

I would argue that while content (product) is important, how you deliver that product and how you serve (engagement) is even more important.

No Traction

After all my years in sales management, I am still blown away at the number of people and companies who sell virtually the same types of products to the same people in the same ways and wonder why they can’t seem to make a splash.

Online, I’m sad to say, it’s even worse. There are so many blogs broadcasting the same messages to the same audience using the same methods that there is a term for the phenomenon: The Echo Chamber.

What exactly is it about your blog or online business that makes me want to abandon the 75-ba-jillion others in your market and hitch my wagon to your star?

(I have an answer for you, but we’ll get to that in a bit.)

Quality Matters, But It’s Not All That Matters

You can find information all over the web that says,
“Content is King! Just write great content consistently and the world will find you.”

I’m going to have to call B.S. on that one.

That’s like saying that if a burger joint in your neighborhood uses the highest quality ground beef that it will eventually be the most successful burger joint in town.

The truth is that a quality product matters – but not more than how you deliver it. Therefore…

Quality content matters – but the manner in which you deliver it matters even more.


Corbett Barr, creator of Think Traffic, is (in my opinion) one of the top experts in the field of online content creation and traffic generation. As a fan and follower of his, I have heard him say over and over that great content is the price of admission these days…not the total solution.

So back to the question: What makes you different that the thousands or millions of other people in your niche?


It’s you.

Only you can be you. Only you can interact with people the way that you can interact with them. Let’s talk about how you can leverage that, shall we?

Broadcasting vs. Engagement

Long before I even considered starting a blog, I’ve followed Paul Castian of YourSalesPlaybook.com

Paul is ridiculously efficient at social media and has a huge, loyal following. If you asked Paul, he would tell you that one reason for his social media success is that he engages people instead of just blasting his promotional messages like others do.

Remember the Echo Chamber – Everyone writing the same kind of content and blasting it out to the world in the same ways?

Paul calls that broadcasting. Constantly broadcasting your message out to the world just becomes part of the noise that is already so prevalent. If that’s your only move, you will blend in. Blending in is for wallpaper, not you.

Granted, you need to get your message out, but you also need to show people that you’re a real human who is accessible to them.

The way to make people more receptive to you and your message is through engagement.

What’s The Difference?


Broadcasts are low on interaction and high on the “I talk, you listen” mentality.

Think of a radio station playing in the background at a large party. A few people may be paying attention to it, a few more may not be paying attention but still realize it’s on, and the majority of the people probably aren’t hearing it at all.

Now imagine at that same party that there is a live DJ playing music instead of the radio station. Every so often, the DJ calls a guest by name and asks them what they would like to hear. Maybe he even talks with them in front of everyone. How many people are paying attention now? Quite a different scenario, isn’t it? That’s engagement.

5 Tips For Better Online Engagement

1) When you sell, having a set process or pitch is a good thing, but make the effort to personalize it.
One size does not fit all. Ask questions of your prospects and make suggestions based on their unique situations. Then provide personal, targeted solutions.

2) Try not to live and die by your autoresponder series.
I have unsubscribed from so many of these lately it’s not even funny. People don’t mind being on the receiving end of these, but if that’s all they ever hear from you, guess what? Unsubscribe. Make sure to mix in some conversational update emails and newsletters. People want to feel like they know you beyond the constant sales pitches.

3) Use Email Frameworks
When a new reader subscribes to my email list here at Reboot Authentic, they do get an automatic thank you from my mail list. However, they also get an email from me that I type myself using what I call a framework. I call it that because it’s a Word document containing just the frame of an email in bullet point form that reminds me of what I want to say. That way, each new subscriber gets an email covering similar points, but is also personalized with things about their site, or a recent Tweet, or something else specific to them. When people realize that it’s not a canned copy-and-paste email, they take the time to write back.

4) Use Social To Serve
Use social media to serve. Send out quotes that people in your target audience would appreciate. Post tips that are valuable to your target market. When you see people post things about their personal accomplishments, congratulate them. When you see them post about their trials, console them and offer your help. Follow your followers! Share their content and help them engage others.

5) People Are People, Not Numbers
It’s true that there are ridiculous numbers of people online. That doesn’t make it ok to treat everyone the same and hope that due to the vast number of people out there somehow enough of them will stick. Get to know them.

Tomorrow’s sales are as important as today’s. If you can’t make a sale, make a friend.




What About You?

Tell us about how you engage your audience.
Share a story of how you built a great relationship through engagement.
Or just say hello and start engaging us right now!



About Gary Korisko

Gary is a battle-tested sales and marketing pro, copywriter, coach, and business strategist who teaches how to create worthwhile work on Reboot Authentic. Connect with Gary on Google+ and Twitter.

20 Replies

  1. Jim Bessey

    Outstanding, Gary, simply outstanding.
    You’ve taught me something extremely valuable today, but it was your personalized email several days ago that began to open my eyes. I’ve read this twice, and bookmarked it — because I really do need to learn how to better engage my audience.
    I realize, looking back, that when I DO engage with readers and new online friends, we get along just fine.
    I’m a radio guy from waaay back, so your “broadcast vs engagement” hit home for me and made me smile.
    I’ll add one or two additional comments, just between you and me, via email (unrelated to this post).

    1. Well, Jim – it appears we have one more thing in common!

      So from one “Old Radio Guy” to another…Thanks for the kind words and I’m glad you got something out of the post.

      Let’s talk radio sometime. I don’t think you ever really lose the love for old-school radio, do you?

      1. Jim Bessey

        I would love to talk radio with you, Gary. (Man, have you got an hour or two? -grin-)
        — EVERYTHING has changed, far beyond what I learned a long time ago. But I do still love it, in all its amazing iterations. Don’t own an iPod yet, but my wife does!Back on topic, briefly: I’m going to forward to you a post written by Jon Morrow pub’d on Copyblogger, which arrived yesterday and complements your post quite nicely, IMHO. See what you think?

        1. Thanks, Jim.

          I look forward to reading it.

  2. Hi Gary,
    I dig what you’re saying and agree with just about all of it. But I wonder how your approach scales as you get bigger online and have more of your time sucked up by the (highly commendable) personal touch you have. Like you, I want my engagement with a community I’m trying to help build feel like a two-way street and have a genuine sense of personal interaction. But I’m wary of setting up systems that don’t scale.
    Like everything in life, I’m continuously evolving my thoughts on this. Your perspective is a welcome one!

    1. You’re right. Something will have to adjust. Activity will have to adjust…but not attitude.

      I’ve been growing regional and national territories offline for years and while you can’t be everywhere yourself, I believe it’s possible to scale to a degree and still be personable. You’re just not able to do AS much with AS many.
      There are some online with HUGE audiences who do an excellent job at all those things I mentioned above like Pat Flynn, Corbett Barr, Chris Brogan, Paul Castain…and there are more.

      I realize this is a personal choice, but for me personally I don’t think I can honestly say I’m part of a “community” if I’m all auto-Tweets and autosresponders.

      I could also go on and on about quality vs. ‘one size fits all’ products and service, but mercifully won’t right now 🙂

      Very smart thoughts, Joel. Thanks for sharing them. I hope to see you back here at DTC soon.

  3. Mark Mathia

    Gary you knocked it out of the park on this one. John Maxwell says, “everyone communicated but few connect.” I think your ideas will help us all to become better connectors and influencers. I love the “tweet this” button as well…very nice touch.

    1. Thanks, Mark.

      I like that Maxwell quote, and appreciate the compliment. And I also saw you used the “Tweet This” button. I appreciate the mention!

  4. I agree! I think 99.9% of blogs are unnecessary, mine included. Until a blog produces content that is highly informative, engaging, accurate, inspirational, etc… there is usually some other blog that could serve the reader better.

    1. While I agree in theory, Amit, I wouldn’t call yours unnecessary. I just spent some time there and rather liked it 🙂

      Thanks for engaging here – and I hope I see you around here more!

  5. Jane Robinson

    Yes, yes, yes, Amen! I too am tired of the Echo Chamber noise and this post was the freshest advice I read lately. I am always trying to create new ways to connect and create “community”. This post gave me inspiration just from reading it. I especially like your truthful, no bullshit approach (Content is King). Great job and thank you.

    1. Wow. Thank you, Jane. I appreciate that.

      Maybe my newness to blogging helps. I do know that NOT engaging individuals at all levels would have absolutely killed my 20-some year career in business to business sales.

      I’m glad people are relating to it. Thank you for the visit & the comment!

  6. Hi Gary, some wonderful points here. ‘The manner in which you deliver it’ is the key thing I took from this post. There is so much information on how to write for blogs, but a lot of it is canned and formulaic. It’s a real struggle to find a path that hits all those points on readability and still manages to convey a sense of your own personal style.

    1. Agreed, David.

      It’s a balancing act, isn’t it?

      Whether it’s writing a blog, or performing your day job successfully, or just navigating your own personal life – I think it’s very important to know who you are. I know that sounds overly simple, but that’s a tough assignment. Starting a blog has taught me that for sure.

      And when you get to that point it becomes much easier to live in your own shoes with confidence.

      Thanks much for the comment and the visit. I hope to see you back here soon!

  7. Love this, as usual. It’s just another nudge in the direction I find myself going these days. This is very timely in another way too – I just got a guest post up on Tiny Buddha (yay!), and have gotten some new subscribers. I think it’s time to try a different approach, Gary style, and personalize things. I know I always appreciate the personal e-mails.

    1. I saw that you got a Tiny Buddha post. That’s fantastic, Kaylee. I may need to have you help me get my “guest posting chops” in order.

      Just in the time you’ve been commenting here, I’ve seen the real you coming out in your site. In the design and the writing. (I think *someone* predicted the world would embrace that, didn’t they??) 😉

      Always a pleasure to see your name here or in my email box, Kaylee! Thanks!

  8. Patti

    The term “the echo chamber” with regards to web content is a new one for me, but it made sense immediately. I like your presentation style, it makes for interesting reading and made the material more meaningful. Your 5 tips are good; I especially like the idea of an email framework which helps to streamline things, yet still allows you to give a personal reply.

    1. Thanks for the kind words, Patti. I’m glad you enjoyed it!

      I love doing email that way. It’s a great way to get to know people faster and it really doesn’t take much extra time at all.

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