Spill the beans.

Get rid of self-serving nonsense. Most company publications, ads, letters, brochures and other sales materials are filled with words, photographs, graphics and information that do nothing more than toot the company’s horn. No one cares that the business says it is the "best", "oldest" or the "biggest".

What they want to know is how you and your products or services can help them. Take time to learn what help your customers are looking for, not what products they are interested in purchasing.

Tell them everything you know. Spill the beans, so to speak. Since today’s customers want information, knowledge and helpful ideas, do everything you can to share everything you know.

Illustrate expertise and exhibit your willingness to help them solve their problem or satisfy their need.

This is the one sure fired way to become a valued resource to your customers. When people use your ideas, they will buy what you sell.