I say “Reach them where they think” in my sales pitches. It’s a bit of a thinker but what I mean is: people consume information everyday on a lot of different devices but they aren’t always thinking when they’re doing it. When I go on Facebook while riding the train downtown, I’m not thinking. I’m skimming. Anything you hit me with at that point is not going to sink in unless it’s a picture or something bite-sized.
But, I do read my Kindle every night. I read through my flipbook during lunch. Same goes for most people. They have habits. They use the same devices, they use the same browsers, and they use the same apps to consume their content. They even do it on regular schedules during the day. Owing to the beauty of technology all of this information can be measured. There is no guessing when your audience is skimming and when your audience is thinking–you can use this information to talk to them when they’re ready to make a decision.