Lead with something useful to solve consumer problems. It’s really pretty straightforward. All good marketing does 1 of 3 things first:

• It Educates
• It Entertains
• It Inspires

Nobody cares about your product(s). They care about how your product is going to help solve their problems. So when you engage in a digital handshake (through a comment or a Tweet), you don’t lead with the product. You lead with something more useful. Think “How To” type posts and content. The product comes later. To quote Chris Brogan:

In relationship terms, I’m reaching out to shake your hand and you’re trying to put your tongue in my mouth. – Chris Brogan

No thanks.

Now take a look at your interactions and your marketing. What does your marketing say about you? Do you seek to be helpful first? Or are you trying to shove your product down my throat?