No one likes to be sold, but everyone likes to buy. Most of what passes for marketing materials and copy is doomed from that start – it loses the interest of the prospect at “hello – I’m hear to sell you something.”

Your marketing materials should be designed in such a way that your prospects are guided logically along a path of education, trust building and relationship development.

In the beginning your prospects believe that your firm is pretty much like any other firm that does what you do. And, on the surface they are right. If you are an electrical contractor, you probably do wire a ceiling fan the same way every other electrician does. The difference though is in the way you provide the service, the way you clean up after the project, the way you communicate, your professionalism, your training, your 27-point safety checklist, and your personal story.

That’s the stuff they need to hear about. That’s the stuff that will make them say, “This is someone I can trust to come into my home, this is someone I would refer to a friend.” Don’t turn your prospect off right from the beginning with the typical sales copy.

I have created a new small business marketing product that addresses this very topic. The program is called Magnificent Marketing Materials. Have a look.