No one wants to buy from someone who they don’t trust. Fluff-filled content that mirrors what a court jester would produce instead of what a king would bestow on his loyal subjects creates sales-killing skepticism. While some of us might be wishing for a line of lemmings mindlessly marching off a cliff and into our bank accounts, you must respect your audience as educated readers, savvy consumers and highly trained value seekers.

Besides, when you look at it in terms of apples to apples, who in their right mind would buy from a business that provides fluff as their main marketing message when there are countless other businesses to choose from? The marketplace is more saturated than a five-pound bacon sandwich, so you’ve got to make every marketing piece count. If you fail to make your online and offline marketing messages useful to the public, then you will be wasting everyone’s time, including your own.