In a post at the Neuromarketing blog, Roger Dooley discusses the book Sway, by Ori and Rom Brafman, and explains a key takeaway from their study of unorthodox demographic segments: That investing your time in customer engagement is one of the best investments you can make.

These "customers" might not sound like yours, but you will likely recognize the common experiential reaction:

Convicted Felons. Not surprisingly, the quicker their trial and the shorter their sentence, the more likely convicts are to believe they got a fair shake. But, notes Dooley, the Brafmans found that "felons who had more face time with their lawyer considered the process more fair than other felons with the same outcome."

Venture Capitalists. "When surveyed about their investments and relationships with the management teams at those firms," writes Dooley, "the researchers expected a hard-headed focus on the ROI of each investment." And while this mattered, the Brafmans discovered that venture capitalists place more trust in entrepreneurs who bolster the relationship with timely and thorough updates.

Injured Patients. People don't sue doctors if they believe they were treated fairly. "This belief, in turn, is based on the quantity of time spent and the quality of that interaction," says Dooley.

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