How to sell services that people are unfamiliar with?

I'm reading The Millionaire Fastlane after having read Unscripted and in chapter 2, MJ mentions that he started selling leads to people who were unfamiliar with Web leads during that time.

I'm faced with this same problem right now. I sell web design and landing pages to capture leads but in my country, people aren't familiar with Websites or lead generation. They only know of word-of-mouth marketing and what I call lack-of-better-choice marketing where there's no competition and the...

How to sell services that people are unfamiliar with?

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