The secret (which will shock many) is to avoid the hard sell. Avoid talking all about yourself, your company or your services. As the author, Joel Spolsky of Fog Creek Software, writes:

An entrepreneur’s blog has to be about something bigger than his or her company and his or her product. This sounds simple, but it isn’t. It takes real discipline to not talk about yourself and your company. Blogging as a medium seems so personal, and often it is. But when you’re using a blog to promote a business, that blog can’t be about you, Sierra said. It has to be about your readers, who will, it’s hoped, become your customers. It has to be about making them awesome.

So, for example, if you’re selling a clever attachment to a camera that diffuses harsh flash light, don’t talk about the technical features or about your holiday sale (10 percent off!). Make a list of 10 tips for being a better photographer.

Exactly.

If you notice here on this site, we rarely post about our new services or company news. Most of what we provide here is tips, advice and news on how to use online tools effectively.

And we recommend the same to our clients (and anyone else who will listen.)

Stop talking about yourself — and start providing value.