There are two main reasons why small businesses do marketing.

The first is brand recognition. If customers don’t know you exist, you won’t make any sales, even if you have the best products in the world.

The second is credibility. Even if customers do know you exist, they won’t buy from you if they don’t think you have a credible solution to their problem.

So your marketing should always demonstrate your credibility.

How? One way is to demonstrate product knowledge. The more knowledge you’re perceived to have, the more trust you’ll win; and the more trust you win, the more sales you’ll make.