(Businessweek) — In today’s world your customer is bombarded with marketing messages. The more you tout your product or service, the less likely your audience is to believe you. So how do you cut through the clutter and deliver a message your target audience wants to hear? Be an expert, not a vendor. When you’re an expert—providing information that’s important, relevant, and valuable to your audience—you will be heard. By the way, you’ll end up selling a lot more than if you had taken the normal approach and simply championed your product. People want to listen to experts. They believe experts. They want to do business with experts.