Don’t Sell First. Teach First.
Think about the last time you visited a small business website—maybe for a local plumber in Bethlehem or a coffee shop in Easton. Chances are, within seconds, you saw offers like "Schedule Now" or "Buy Today." While it makes sense to aim for sales, pushing too hard, too soon can actually drive customers away. The smarter approach? Give first, sell later.
Why Teaching Works Better Than Selling
When you offer valuable content upfront—like a quick how-to video on fixing a minor leak or brewing the perfect latte—you’re doing something important: you're building trust. Customers today have endless options, especially online, and they prefer businesses that help them solve real problems before asking for a sale.
Imagine you're a homeowner in Allentown searching "how to unclog a drain" or "why is my AC leaking?" If your first interaction with a local HVAC company is a genuinely helpful video explaining the issue clearly and simply, you're more likely to trust them—and call them when you have a bigger problem.
Google Ads + Educational Content = A Powerful Duo
But how do you get those helpful resources in front of people? Enter Google Ads.
Top-of-funnel keywords—those early-stage search terms like "how to" or "tips for"—are usually much cheaper because fewer businesses compete aggressively for them. While these searches may not convert immediately into sales, they're crucial for filling your sales pipeline with prospects who already trust your expertise.
Here's how the math works in your favor:
Lower costs per click: Because fewer advertisers bid on these educational terms, you'll pay less per click.
Higher trust factor: Helpful content positions you as an expert, not just another salesperson.
Better conversions down the line: Customers who trust you initially will remember you when they're ready to buy.
Real-World Results in the Lehigh Valley
One local landscaping company saw success when they stopped trying to immediately sell lawn care services and instead offered quick how-to videos about seasonal lawn maintenance. Their Google Ads spend dropped nearly 40% per click, while overall conversions rose because visitors trusted them and saw their genuine interest in solving problems.
Getting Started Is Easier Than You Think
You don’t need high-end equipment or a Hollywood budget to start teaching first. Short, authentic videos shot with your smartphone or simple blog posts answering common customer questions are more than enough to begin building trust.
And if you’re not sure where to start, we’re here to help.
Whether it’s choosing the right educational topics, setting up your first Google Ads campaign, or analyzing results, we can lend a hand—no pressure, no strings, just honest advice to help your business grow.
Ready to turn your browsers into buyers by teaching first? Reach out anytime, and let's get started.
