Why your message should be secondary in online communications

via Library Revolution, Copyblogger stresses the need for you to avoid constant "sales mode" in your online communication.

“…if you spend all your time relentlessly pitching your wares, you’ll find that you alienate a good portion of your prospective audience.”

The key for Copyblogger or Library Revolution -- and the key for you -- is to offer valuable content. That's where the principles of journalism come into play for you, and it's why I stress them so much. When you communicate about your organization, you should spend less time thinking about your message, and more about what people need to hear from you. Give them that, and let your message play second fiddle. When they're ready to interact with you as customers or donors or volunteers, they'll do it because you've built a relationship with them through the valuable content you've provided.

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