These six rules are originally from Michael Stelzner and are presented by Martin Zwilling ‏@StartupPro in the light of how to build an online message.

They are well thought through and doubtless a good guide online but I was struck by the similarlity to the guidelines we issued when I used to work in the (bricks and mortar) conference industry. In particular, the final point about sales. We went to enormous lengths to get interesting speakers and it was really depressing how often companies would turn up and deliver a sales pitch.

The ridiculous thing was how counter-productive the pitch was. People got really angry when they had made time to learn about a subject and were then subjected to a sales message.

I suppose it's not surprising that the rules are the same online but the conference experience does underscore how delivering value to your audience is far more important than trying to force a sale.