If you sell me, I put up my defenses. If you help me, I open myself up.
The ability to transcend your self interest is extremely difficult. Yet it lies at the heart of success. You are a buyer as well. You would react to the same bad tactics: cold calls, direct mail, advertising, hyped salespeople, etc. You would ignore it and your guard would be up.
When you are ready to buy, you start the process by curiosity. You seek to be educated about what the best options are and how a product or service will work to make your life and business better. If this is the same with your buyers, then are you moving along that process with them? Or are you merely selling? Helping your buyer means educating them. Educating them takes work, thinking and appeal. You must stand out and you must have content, not hype.
If you are more educated than your customer, how about writing so they can connect with your content on their time and desire? The content should be about them, not you. Talk benefits, not features. If your product or service is so great, what is the result going to be in the buyer’s life that they are missing? Tell stories and get concrete.
There are a plethura of willing buyers if you are willing to help. Writing is a key differentiator that will either put you in the buying game or keep you on the sidelines watching those who are winning your buyer. If it were me, I would get out of the sales business and get into the help business as fast as possible.