Sonia Simone asks a good question as guest author over on Copyblogger: If advertising is dead, why won’t it go away? Here’s an excerpt of her excellent post including one of the best metaphors for old style, in-your-face marketing I’ve read in a long time:

"The old advertising model included two major pieces — attraction and conversion. Effective ads attracted attention, then converted that attention into action.

But that conversion doesn’t happen by sliding customers down a greased chute like a pig being rolled into the slaughterhouse. (If that’s your model, remember that Sweeney Todd’s return and referral business was pretty lousy.)

Those two still matter, but they’re overshadowed by two new pieces — referral and conversation."

I just love a good metaphor. The idea of sliding readers down a long sales letter to slaughter and the comparison to Sweeney Todd’s "return and referral business" is hysterical. Bravo.

The point is a good one. Read the post for a good overview of the way new marketing with content is evolving. Your business needs to keep this in mind.

Keep these 3 E's in mind when reviewing your content. Your blog posts, ezine articles, and even your sales copy should meet these three goals:

1. Does it educate?
2. Does it entertain?
3. Does it engage?

I'm sure I didn't originate this easy to remember formula; it just flew out of my mouth when I was on stage yesterday at Tom Antion's Butt Camp for Internet Marketing. Denise and I were giving an overview of what goes into better business blogging to 50 professionals at the LA Chapter of the National Speakers Association.

Some content you write for your business will educate clients (ebooks, mini-courses, special reports and white papers), some will entertain (blog posts, articles, interviews), and some will be specifically written to engage readers (sales copy, landing pages, email promotions).

If you can include all three elements in your writing, you're on the right track. "Okay, Patsi, that makes sense," you might well be saying, "…but HOW do you do that?" Here's my stab at giving you a few tips…

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