Good Content Doesn’t Sell Features, It Showcases Benefits

Ann Handley is a content specialist who believes “good content doesn’t try to sell. Rather, it creates value for your customers (or would-be customers) by positioning you as a reliable and valuable source of information.”

Palladium Boots illustrates the fundamental quite nicely in this walkabout Los Angeles.

Hat Tip: The Los Angeles Egotist

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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.