By Tom Trush

You've heard the saying before ...

People do business with people they know, like and trust.

During the marketing process, this concept especially rings true. The challenge you face, though, is your first introduction to someone often isn't in person. So your marketing materials -- in just a few seconds -- must begin to establish these feelings in your prospects' minds.

So how can you overcome this challenge?

Well, the first step is to understand what causes people to respond to marketing. The fact is ...

People take action on your marketing for their own reasons -- not yours.

Sure, this statement might seem like common sense. But it's worth stressing because the concept rarely gets enough consideration when business owners and entrepreneurs develop marketing materials.

Your reasons for marketing are to gather leads and generate sales. These objectives don't match your prospects' needs. All they want are solutions to their problems.

So instead of marketing your business, products or services, share information that targets your prospects' desires.

Understand the difference?

If you sell air conditioners and target homeowners with old units, you might give your prospects the warning signs that occur before a cooling system breaks down. After all, most homeowners want to keep their families comfortable and avoid costly repairs, right?

If you sell auto insurance and target drivers who overpay for coverage, you might share strategies for securing discounts and cutting costs.

You make yourself known, likeable and trustworthy when you give prospects information they can immediately use. You also create interest in your marketing, which attracts new prospects.

Resist the urge to only tell people about your business, products or services in your marketing. Most companies take this approach -- and it doesn't work.

Tom Trush is available at https://www.writewaysolutions.com
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