We’ve all seen those memes. The ones about people clamouring to buy Kim Kardashian’s new perfume or queueing for days for the new iPhone, but they won’t support a friend’s business. The truth is, as small business owners we’ve got a bit of a mountain to climb. Our friends and family might not need our services. Even worse, they might view it as a hobby that you’ll get tired of. By far the most difficult hurdle lies in persuading our future customers that we offer a better experience than those customer service nightmares they’ve heard about online.
People feel safer shopping with big brands because big somehow means trustworthy. The good news is, your marketing can help to allay their fears. Here’s how to start.