If you want to engage your readers, earn their trust and turn them into customers, the worst thing you can do is write content and sales copy that is “on-message”.
Online content and copy that is on-message has about as much power as a politician who has been overly trained by his or her media trainers and speech writers.
The outcome lacks all authenticity. It’s BS, and we know it.
I recently returned from a trip to the UK where the country had just voted to choose their representatives for the European parliament.
What usually happens is a win by the Conservatives or the Labour Party, with the Lib Dems taking third place.
This time, the winner was a new, upstart party called Ukip.