The best marketing may simply remove uncertainty

Someone considering a local business usually has questions.

Is this company legitimate?

Can they solve my problem?

Do they work with people like me?

What will happen when I contact them?

How much is this likely to cost?

Can I trust them?

Those questions create uncertainty.

Businesses often approach marketing by asking, "How can we persuade this person to choose us?"

I've started thinking a different question might be more useful:

"What is this person uncertain about?"

Then look at the website, reviews, search results, business listings, FAQs, photos, and other information from that perspective.

Every unanswered question gives someone another reason to hesitate.

Every good answer removes one.

Sometimes getting more customers isn't about becoming more persuasive.

It's about giving people fewer reasons to hesitate.