I got an email from an “internet marketing coach” today apologizing for sending so many sales pitch emails in the past and vowing to “provide massive value” going forward.

I threw up a little in the back of my throat.

If you are at all trying to learn better tactics at marketing on the interent and social media, you probably read a number of blogs from a variety of gurus, both genuine and wannabe. I do and I’ve become convinced that a marketer/coach/guru who talks about “providing value” generally doesn’t.

They’ve learned that “providing value” is a buzzword and rather than actually doing that, they fill their posts and videos with claims of it.

Here’s the thing: providing value is like being cool. If you have to tell people you’re cool, you’re not.
If you have to tell people you’re providing value, you might be, but I doubt it.
The people in the space who, in my mind, actually do deliver the most valuable material don’t tell you that’s what they’re doing. They simply do it.

I can’t recall a time I’ve heard Richard Brooke, Tom Schreiter or  Eric Worre tell me their newest post is “packed with value”.

They don’t have to.
So please, if you’re using content to market your business (and you should) don’t tell your audience how value laden your content is.
Simply make it that way.
Your audience is smart enough to recognize it if it’s there and of it isn’t, well, they’re smart enough to recognize that, too.
No matter how much you pitch otherwise.
Stop sounding like a huckster and just deliver thoughts and ideas that are relevant and useful to your audience.