You may have the best widget in town, readily available and priced to sell. You need to determine their hot buttons and what trips their trigger. But to get the tradesman interested, you need to:
Get their attention. Address the (WIIFM) “what’s in it for me” question. We need them to feel excited about your new widget and eager to learn how it can make their job easier and more profitable. Use “how to” videos, case studies and online training as ways to get them engaged. Raise questions.
Covert to a customer. Now that you have their attention, what do you do? You need to soft sell and persuade them that your solution is best for them. Build your case, establish the trust factor and then send them to a well-constructed landing page that gives them an offer they can’t refuse and a clear call to action.
Remember, content is king and it defines who you are. Sonia Simone has an interesting post, 49 ways to profit from content marketing, that should give you some guidelines to consider.