The cornerstone of your marketing efforts should be to educate your prospects and customers. Your primary job is to educate them on your product or service. One of the costliest marketing mistakes I see is the failure of businesses to educate their customers about the unique advantages and benefits offered to them. Your customer won’t know about these advantages unless you clearly and tangibly point them out.
When a company or salesperson takes the time and initiative to demonstrably educate you on all the products in the field in which you’re considering making a purchase, it gains your trust and favour.
Education is a powerful marketing technique. Educate your prospective buyer about everything on your product or service and you’ll sell to almost twice as many people as you do now.
You must take your customer by the hand. Few businesses realise that they must lead the customer to action. Prospects need to be explicitly told how to act to obtain your product or service. Therefore – and this is incredibly important – your website, every sales call, email, letter, advert, brochure or personal contact should make the case for your product or service.
It is essential that all your marketing tells your prospects and customers the reasons why! Why should they buy from you, instead of your competition? Tell them why, what you are doing that makes doing business with you better for them.
People want to be advised and led. They are crying out to know more about a business’s product or service. When you educate your customers, you’ll see your profits soar. Think about your own experience. When you consider buying any item or service – for yourself, your home, for your family as a gift, or for your business – you often don’t know as much about the product as you would like to. And, if you have unanswered questions about a product or service, you’re less likely to buy it. Yet, when a company or salesperson takes the time and initiative to objectively educate you about all the products in the field you’re making a purchase in, they gain your trust and goodwill immediately.
Educate people to appreciate the value of your products and services. Most people forget this when it comes to marketing and they leave a fortune of potential profits on the table.
Action Point: Review and evaluate every single marketing tool that you currently use to communicate with prospects and customers. How effectively are you educating them about your advantages and benefits? If not, correct this immediately!
John Lloyd is a business growth strategist, award-winning marketer, speaker, trainer, columnist and author of the book Smart Thinking for Crazy Times.
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