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The Electronic Recruiting News is a Free Daily Newsletter For Recruiters, HR Managers, Advertising Agencies and Clasified Advertising Operations Read Today's Bugler       Read current Blogging News: BERT

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Askalittle, Givealot


(June 27, 2007) The basic premise of web audience development is "ask a little, give a lot." Sometimes, it's disguised as free services, sometimes it takes form as a cascade of links to other members of the target universe. The fundamental idea is that you must give more value than you receive in each situation you encounter.

It's a little more sophisticated than that, actually. "Each reader must get more benefit than they give" is a slightly different way of saying the same thing. In order to build repeat traffic, it is necessary to give each visitor more than he or she gives. Web economics make that possible.

With a well designed application, good writing, community participation or a value laden piece of email, you can give your "user" more value than he or she spends reading or using the material. This is the lesson we were reminded of yesterday in the Itzbig piece. For every piece of information that a user gives Itzbig, there is a payoff in information about a market of interest (either jobs or candidates).

Building an audience online involves the same thing.

Some audiences are bound by interest and size. Some are as large as the marketplace. Most have geographical limitations. What is common in a audience is some sort of thread that levels the playing field. Building an audience depends on knowing what they don't value as well as what they do.

John Sumser © TwoColorHat. All Rights Reserved.
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