Adapt Your Messaging To The Consumer’s Needs

Steve Rubel advises clients to let go of the idea that they can stuff their blog full of old-style advertising.

Give us a reason to read your blog. Give us something we can’t find anywhere else. Provide information that your customers, partners and prospects care about, not necessarily what you care about. Be a resource and a connector.
This goes against the grain of how some organizations think. They want to talk about their widgets and how great they are.

You mean we can’t just tell people how great our product is day after day?
Nope.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.