Everyone has a story to tell. For virtually every product, project or service there is an angle or "hook" to help with promotions, publicity and/or sales. So in this age of junk mail, spam, pop-ups and every other kind of invasive marketing, how can you deliver an authentic message?

Here are a few ideas to keep in mind when you really have a meaningful message to send.

#1 Tell a story that's true and can resonnate with the intended reciever. Consumers aren't only interested in saving money, they are looking for a message to be placed in a meaningful context. Make sure you've selected the appropriate media and you are displaying the correct information.

#2 Delivery is everything. When you create a brand, you are building a promise. You must be prepared to deliver what the brand, and subsequently, the promise, implicates. Make sure the look and feel of the ad, mailer, Web image, or other material fits the product and carries out its intended purpose.

#3 You don't have to scream.Some of the best marketing materials I've ever seen are understated. Always be aware of who your audience is and don't underestimate their intelligence. Shouting car salesmen and bright yellow starbursts (think "hurry limited time offer!) don't tell your audience you appreciate their attention or acumen.

Authentic means genuine, so make sure what you have to say is communicated in the most beneficial way possible to the consumer, otherwise your so-called meaningful message will get tossed along with the rest of the junk mail.