Oversubscribed: How to Get People Lining Up to Do Business with You

by Daniel Priestley

BRAINS DON'T KNOW IT'S DIGITAL Social media and digital technology enable you to leverage this process even more. If people read your blogs, follow your tweets, watch your online videos, listen to your podcast, click through your slides or flick through your photos, it's as good as sitting face‐to‐face. Strangely, the human brain can't distinguish between digital media and real life. We feel sad when a celebrity dies, even though we never met them in real life because digital interactions such as media or text triggers the same response as moments of connection in person. Celebrity endorsements are effective because of the seven‐hour rule. You are seeing someone familiar, whom you have most likely spent seven hours watching, recommending a product. Companies who use celebrity endorsements are effectively leveraging the seven‐hour relationships that have already happened.