Most marketing material is really sales material, yet nobody likes to be sold to. People do, however, love to buy. Although they need to feel they are making the best possible decision about what they are buying, and who they are buying from.
Use marketing materials to teach your customers about the problem you are solving. Establish your expertise on the subject and use stories to demonstrate your experience. If you are a trusted source for information about a problem, you will become a trusted source for solutions to that problem.
Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide by John Jantsch outlines a step-by-step system for building an effective marketing plan. In this book you will find actionable DIY tips and tactics specifically geared towards small businesses. Tactics such as finding your ideal customer, getting free PR by becoming known as an expert, and building a customer referral engine.
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