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Don't create the product. Instead, build the position behind the product in the prospect's mind. Don't make people work too hard to understand your message. First of all, they're busy. Secondly, their brains are tired. Thirdly, they don't care enough about you to do the work to find out. Don't start a blog just to start a blog. Sure, it's the cool thing to do. And it's super cheap and quick to set up. But 50% of all blogs are abandoned in the first few months, according to a 2005 Microsoft study. And the problem with that is, people see your failed blog as a symbol of your lack of commitment.
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