No matter what line of business you’re in, your prospective clients will have had some kind of previous experience related to it.
Why this should matter to you
Before they open your email or you open your mouth, their experience of your industry or profession will have already set the stage. If you fail to take this preconception into account, your marketing will be a lot less effective than it could be.
What smart people do
The smart small business owner knows that she needs to break the preconceptions associated with her industry.
She does this right at the start. Then, she builds her presentation on a stage, which she has set.
It increases her conversion rates and allows her to express her uniqueness. It’s also an approach to marketing, which attracts the best clients and the highest fees.