You Lost Me at Hello If prospects think you're just like everyone else, let your marketing kit prove otherwise.

No one likes to be sold, but everyone likes to buy. Your marketing materials should be designed in a way that guides your prospects logically along a path from education to trust to wanting to build a relationship.

At first, your prospects believe your firm is pretty much like any other firm that does what you do. And just looking on the surface, they're right. If you're an electrical contractor, your employees probably wire a ceiling fan the same way other electricians do. The difference, though, is the level of service, professionalism and communication you provide--and of course, your 27-point safety checklist and personal story. That's the stuff they need to hear, the stuff that makes them say, "This is someone I can trust to come into my home, someone I want to refer to a friend."