October 27, 2003

Personalising

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

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Personalising

This comment from BuzzMachine… by Jeff Jarvis…

Media is getting personal
Perhaps it’s as simple as that. Media was institutional. Now it is personal.
By personalizing media, I don’t mean customizing it (My Yahoo Your Yahoo, All God’s Children Got Yahoos).
I mean humanizing it, taking on the personalities of people, not of institutions.

…reminded me of a chat with a friend the other day. We discussed how in marketing, the idea of personalising a letter means sticking the respondent’s own name in it. But what really needs to happen is for the person writing the letter to put themselves into it. Take responsibility for its content, and have it come from a human being, rather than as some bland marketing broadcast.

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Personalising

Johnnie Moore

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