Get out of the way.

It's my first piece of advice to any client concerning their content.

Your company, product or service is simply a tool for the customer's happiness, gratification or pride. Organizationally, you needn't say much. Instead, allow a third party to bridge confidence between you and your audience through the power of storytelling.

This thinking rooted a highly successful summer digital campaign I helped build for Mercy Ships. An instant relationship was born between 12-year-old Sekouba and the viewer through his arresting image and accompanying question. By giving the reader control of the conversation, more emotional connections were fostered and more personal decisions were made.

At the end of the day, put yourself in your audience's shoes: Don't tell me how amazing you are. Show me.