You need to get their attention.
It is a buyer’s market. People want to buy. They don’t want to be sold to. So the way that you market has to be conducive to the behavior of your buyer.
Information overload is everywhere and the competition for the buyer’s attention is coming from countless directions. Conversely, a buyer’s attention becomes their most precious resource and they guard it religiously.
An engagement model is a system that you develop to compete for that attention. And you have to compete for that attention in a manner that is in line with the buyer’s behavior. It is about being in places where the buyer may give up some of their attention. And it has to be the right context for your message.
It is your way of reaching out to your buyer’s complex world of moving parts, and doing something to get noticed. And when they notice you, and you have their attention for that brief instant, the message they receive has to lead them in your direction. This is the start of the process.