In a Thai restaurant this weekend I found a postcard that had the domain name, dumpcupid.com printed on it. I’m not a big believer in postcard advertising, and nor am I the audience for what the website turned out to be, but I do think this is a kick-ass example of communications that reward people’s attention in the moment they’re giving it. I’m not talking about design here, though it’s nice, and suitably “edgy.” I’m talking about content that people want to engage with. There’s not much selling going on—there’s no voice shouting, “Hey, target demographic! Buy our stuff!” And that’s the key: be nice, give good stuff away for free, and please, no shouting.