The key to building a loyal audience

Dave Winer points to a 2005 blog post to remind us that a maxim of the Internet is:

Now the fundamental law of the Internet seems to be the more you send them away the more they come back. It’s why link-filled blogs do better than introverts. It may seem counter-intuitive — it’s the new intuition, the new way of thinking. The Internet kicks your ass until you get it. It’s called linking and it works.

People come back to places that send them away. Memorize that one.

Seems simple enough, but often forgotten. I heard “we don’t want to send them off” just yesterday in a business presentation.