One of the things I’ve been thinking about a lot lately is the difference between trying to sell someone—convince them with words that you can do what needs to be done—versus showing them that you can do it.
This takes different forms depending on the form your product or service takes. For example, my business is conducted one on one. So when I offer a free consultation, it’s to let someone see what I can do, not so I can tell them what I do.
If you’re a designer or writer, or provide some other kind of tangible product or service, you might not be able to offer a tangible sample of your work, but you might be able to use your site as an opportunity to show prospective clients what you can do by using some before & after samples (with your previous clients’ permission, of course).
Or you can offer a critique of their existing materials and a few recommendations of what you would do if you were to improve on them.
The point is, you’re always going to have a better connection when you get your prospects engaged in the process. And what better way to engage someone than to give them a feel for how you could improve their business?
What do you think? Do you have any other ideas about how to show what you know or know how to do?