If you had to guess the single most important word in advertising what would it be: free, special, discount, sale, new, improved, bigger, better?
So many words have lost their meaning or been corrupted by misuse or abuse that it is not an obvious choice. The words luxury, exclusive, and world class have been rendered meaningless after being applied to everything from eight hundred square foot condos to restaurants that serve microwave frozen dinners. We can’t even rely on light, diet, or low carb to actually describe what’s inside a package.
What advertisers have done is create a hyper cynical marketplace, where the audience for whatever you sell has lost faith in what is being said. The Web with its emphasis on content gives advertisers an opportunity to redeem themselves and to deliver meaningful information to its audience.
All Content Is Advertising, All Advertising Isn’t
Some may cringe at the thought but in the final analysis all content is a form of advertising. Content is rarely if ever neutral, even if it doesn’t overtly promote a product or service; content always has a point to make, or an idea, concept, or position to advance. If content doesn’t provide some perspective, some meaningful […]

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