What messages work for people who don't know about my business?

Every business owner faces the same challenge: How do I get people who have never heard of my business to care about what I offer? It’s frustrating when you have a great service but no way to communicate that to potential customers. But highly profitable business owners have already figured this out, and they’ve done it without ever “selling” a thing.

So, what’s their secret?

Profitable owners don’t focus on selling. They know that selling—pushing someone into making a decision—often feels forced and turns people away. Instead, they educate their customers for free. The goal isn’t to make a sale right away but to build trust by helping people solve their problems, and as a result, they become the trusted go-to business.

For example, consider a local landscaper. Instead of sending ads saying, “Hire us today!” they send out weekly tips about keeping your lawn healthy or creative ideas to improve outdoor spaces. They might email helpful guides on when and how to prune bushes, or they’ll send out postcards with seasonal tips, helping homeowners with problems before those problems arise. They also offer insights on the industry—like trends in sustainable landscaping or new tools that make maintaining your yard easier.

And it works because they’re giving value upfront, no strings attached.

The best part? They use multiple ways to reach their audience. Some send information by email, while others mail printed newsletters or postcards. Social media is also a great channel for sharing these tips, letting businesses build connections with local communities online.

The message here is clear: People don’t want to be sold to—they want to feel like someone cares about their problems. When business owners offer real help, trust builds, and when people trust you, they’re more likely to become loyal customers.

The Honest Truth (with Compassion)

If you’ve been spending all your energy trying to sell your services, it’s time for a shift. People don’t need to be pushed into decisions—they need to be guided by someone who’s earned their trust. By educating and sharing valuable information for free, you build relationships, and these relationships turn into long-term business growth.

The truth is, if you don’t start doing this, others who do will always have the edge. You’ve got the knowledge—now it’s time to start sharing it.