Can a tyre company publish a book that helps sell tyres without directly asking people to buy them? Michelin offers a well-known example of this kind of thinking.
In 1900, the Michelin brothers created a practical guide for motorists. It included useful travel information such as places to find fuel, garages, hotels, and restaurants. The guide made travel easier for people using cars. More travel also meant more use of tyres.
The lesson for small businesses
Marketing does not always have to say, "Buy my product" or "Use my service." You can first give customers something useful: information, a tip, an answer to a common question, or help with a problem they face. This is often called indirect or value-led marketing.
Useful content does not guarantee a sale. But it can help customers remember your business, understand your expertise, and build trust before they are ready to buy.
Useful content ideas for local businesses
- A bakery: Share tips for storing a cake or choosing a cake size for a celebration.
- A salon: Share a simple hair-care or skin-care tip.
- A hardware shop: Explain how to choose the right bulb, paint, or basic tool.
- A clothing store: Show ways to care for a fabric or prepare for a festive occasion.
- A restaurant: Share a quick ingredient story, serving suggestion, or menu update.
A simple value-first post formula
- Choose one question your customers often ask.
- Give one clear, useful answer.
- Show your product or service only where it naturally helps.
- End with a gentle next step, such as visiting, messaging, or asking for details.
Mix these helpful posts with your product and offer posts. Your social-media page or WhatsApp Status then becomes more than a sales noticeboard. It becomes a useful place customers may want to return to.
Frequently asked questions
What is indirect marketing?
Indirect marketing focuses on providing useful information, education, or help that can build trust and awareness before a direct sales message.
Should I stop posting product offers?
No. Product and offer posts are still important. Balance them with useful content that helps customers solve problems or make better choices.
Can a local business create helpful video content?
Yes. A short video can answer one common customer question, show a product tip, or explain a useful service in simple language.
Turn useful business tips into videos with Penchu
Use Penchu to turn a helpful message and your product photos into a short video for WhatsApp Status, Instagram, Facebook, and other customer channels. Review the final video and make sure the information is accurate before sharing it.
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