Everyone – every customer, every voter – is busy. So if you want to grab their attention – and some of their valuable time – you need to offer something in return. For example, we wanted to highlight the fact we’d cut income tax for 26 million people. So we built an interactive calculator where you entered your salary and could see exactly how much you were saving. In return for that bit of personalised information, people were happy to leave their email addresses so we could start an ongoing conversation on the issues they were most interested in – and speak to people beyond our core supporters.