If you read the New York Times today, end-to-end, you’ve just consumed as much information than a person from the 17th century would in an entire lifetime. So, we have access to more knowledge, and we certainly read more now than we have in the past. Perhaps the saying should be, people don’t read unless it’s relevant. And, relevant content is king.
It’s about distributing a relevant message, at the right time, through the right channel. Direct mail, email, text, voice mail, are powerful channels to distribute relevant content, timely. Because to create relevancy, you need to know the person.