Today’s consumer uses a very sophisticated technology to interpret marketing messages. It’s called a B.S. Meter. And the surest way to set it off is by sounding like an ad. Because let’s face it, an ad says “Turn the page,” “Delete,” or “Honey, can we get TiVo?”

So, our advice?

Don’t try to look or sound like an ad. Instead, find the human truth about your product or service. Then, bring it to life in refreshingly un-blah ways that engage your audience. (Lil’ Grady, can you autograph our bus . . . ball?)

As a wise ad man once said, “People don’t read ads. They read what interests them—sometimes that’s an ad.” Or in very rare cases . . . a blog. (Imagine that.)