Today’s consumers can be tough to satisfy. They’re overstimulated with a constant influx of media, hyper-aware of sneaky advertising tactics and instantly skeptical of any brand that’s trying to sell them on something.

For marketers, overcoming this challenge means finding ways to create fresh, relevant and, most importantly, valuable content that customers actually want to engage with. We asked members of Forbes Coaches Council to share their top creative marketing strategies for capturing audiences. Their best answers are below.

1. Be real.

People want someone they can believe in. They don’t expect or even want you to be perfect, but they do want and expect you to be authentic. When marketing a product or service, share the pain behind the innovation that led to the breakthrough. Whether it’s a spill on one’s dress that led to a new cup design or a mean-spirited email that led to new communications training, keep it real. – Lynita Mitchell-Blackwell, Leading Through Living Community

2. Answer your phone and email in a timely manner.

This old-school, old-fashioned device traces its roots back to Alexander Graham Bell. How many leaders answer their phones at work? How many answer an email in a timely manner? It is uncharacteristically powerful for anyone to call any company and expect to get a person on the phone. So, make yourself available to engage powerfully, professionally and personally, and let your customers know. – John M. O’Connor, Career Pro Inc

3. Show your personal belief in your product or service. 

The old Hair Club for Men commercials used to end, “I’m not only the president, but I’m also a client,” as a picture of his formerly balding self is shown. Marketing should reflect a level of transparency that sometimes is embarrassing. Show your mistakes and, most importantly, that you believe in your own product/service so much, you don’t use any other. – Maurice W. Evans, IGROWyourBiz, Inc

4. Give valuable information away for free.

Give away 99% of your best stuff and save the top 1% for customers/clients. Those who can do it themselves will love you and come to you when they hit a plateau, and those who need help now know to come to you. Most people are so afraid of giving too much valuable information away that they never add any value at all. – Scott Swedberg, The Job Sauce

5. Sell your customers an outcome.

People do not buy services or products. What they buy is an outcome. As we prepare to market our services or products, what problems and pain points are you able to solve for them? That is your focus and how you should market to your clients and customers. That is the true secret to business marketing success. – Chris Cebollero, Cebollero & Associates