Your customers have problems. You’ve got solutions to those problems. But customers are sceptical, so they won’t just hand over their money to the first business they encounter. 

You need to persuade them to hand over their money. 

But how? 

The best approach is to play the long game. 

The big mistake a lot of small businesses make is they try to rush the persuasion process. 

If you come on too strong too fast, you’re going to make those customers defensive and they’re going to back away. 

Instead, you need to slowly, gently seduce your customers. 

That’s where marketing comes in. Educate your customers – not over days or weeks, but months or years. 

Every time they see a piece of helpful marketing from your business, their scepticism will decrease, until, one day, it disappears and they’re ready to buy.