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211CHAPTER 12Why Micro-CommitmentsMatterby Kim Walsh PhillipsIt is fairly obvious that those who know you will be more likely to respond to an offer than someone who has never heard of you before. The same is true of your social media audience. They see so many messages in a day from people they don%u2019t know, connect with, or care about that they completely ignore. They don%u2019t have time for nonsense or to figure out why they should buy from you. After all, that%u2019s not their job. It%u2019s yours.Before you go for the sale, start from a position of value with your target market. First, let them know why you are a good match for their needs, why you are an expert in your field, and why they should pay attention to what you have to say. They will care because you are leading with messaging that is all about them.