What if you had 1000’s of people that know, like, and trust you, and you could communicate with them whenever you want. Do you think you could increase sales? (absolutely). This is why you must own the audience. If you’re only spending money to reach new people, and you’re not building an audience of the new customers, it’s very costly. It’s important you build a following you can reach and profit from whenever you want, so you have total control. An audience is an asset, and it’s the reason why all the big companies such as Groupon, newspaper, radio stations, and valpak/money mailer use the ‘audience approach’ to drive sales for local businesses.
When you’re able to quickly reach your own audience of customers, you’re able to increase sales and make more money, because you can send offers and specials whenever you want. It just makes sense.