Being “on-message” is the worst thing you can do.

rob ford on messageIf 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.

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