So, you want to make a buzz? Do you want to make impact?

Get in line... or you could cut in line.

Most people try to create a buzz by taking the "please everyone" road. The thinking usually falls in line with "maximize our popularity by making sure we don't do anything that someone won't like." It does not take a rocket scientist to poke a hole in the logic of that statement. The Internet is a place that everyone goes to. Grannies from the backwoods of Tennessee and some of these people are busy clicking away on the Internet looking for what's important to them. You can't please them all.

Why not take notes from what Red vs. Blue did? They capitalized on something they loved and others loved. Now these former punk teenagers are making a living producing Internet-based comedy videos. They were even given a nod by Bungie, the producers of Halo, the video game they used as the backdrop to their comedy. While you can't really infringe on intellectual property like a viral video series might, you can identify yourself with what your clients like to follow.

So here's the question: what are your clients fans of? Who do they get giddy for? If you can legitimately put your product on that bandwagon, you have built in publicity.

Sounds crazy? Sprint didn't think so. They've spent a great deal of money on a campaign for their mobile products featuring the popular Internet radio station, Pandora, Twitter, and others. Those ads created a buzz. It captured people's interest because they were already interested in the subject matter.

So go ahead and cut in line. Find something that your clients are already interested in, make a legitimate connection to your product or company, and see what happens.