Maybe you read the recent article on Entrepreneur.com about digital advertising trends that included the following passage?

“Mobile video viewers are what you might call a “captive” audience. When TV commercials begin, people look down at their phones. On the bus or subway, people focus on their digital screens instead of the ads passing by in the cityscape. When radio ads begin, people change the station. However, when people are already looking at their smartphone, nothing is going to distract them. Use mobile video ads to take advantage of this undivided attention.”

Two phrases jump out ‘captive audience’ and ‘take advantage’.

Isn’t it time we stopped using language that alludes to deceit and domination when we think and talk about how to engage with our audiences and our customers?

These are the people who buy the things we make. They are the people who give us a reason to get up in the morning. They keep the lights on at our offices and shoes on our kids’ feet. They have needs and hopes and dreams beyond our sales goals and quarterly projections. Their attention, support and loyalty are on loan to us.
And they do have choices—more now than ever.

Our job should never be to take advantage of people who have no choice. Where’s the fulfilment in that? Our job is to understand and give to the people we want to matter to. This is the way to patiently build a sustainable business and a legacy. It truly is possible and it’s worth it.

Nothing worthwhile, lasting, impactful or loved was built by taking advantage of people who had no choice but to stand there and take it. Nothing.

Image by Chris Guillebeau.