What is education based marketing?

Sales-based marketing is based on a sales message, sometimes called a sales pitch. The sales pitch is often delivered using methods that reach potential customers, such as telephone sales, direct mail and door-to-door sales.

Education-based marketing is based on an educational message, which replaces the sales message. These include written materials, media advertising (articles and interviews), advertising, seminars, newsletters, audio and video tapes, and websites on the Internet. Frankly, you can educate your prospects using any method through which they can obtain their information and advice.

Usually, your education-based marketing program works as follows: it creates an educational message, which you first put in the form of a written brochure. Then, offer your brochure to potential customers who are interested in your services. Prospects call their office to get their free written materials. In addition, it keeps prospects informed through its educational newsletter.

You put your message in front of your prospects through paid advertising, newspaper and magazine articles, and radio and television interviews. In addition, you communicate with the people on your mailing list and invite you to attend your seminar and bring your friends and associates.

Sales-based marketing creates these problems:

1. Prospects go out of their way to avoid it because they are tired of sales and sales pressure. They don't like sellers who have something to sell approach.

2. Prospects do not believe they can trust you because all of us have been burned by vendors who gave us "inaccurate" and even false information in their desire to earn a commission.

3. Prospects are defensive and protective because they expect you to try to pressure them to buy something they don't want or need.

Education-based marketing provides these solutions:

1. It gives potential customers what they want, information and advice, and eliminates what they don't want, a sales pitch.

2. You maintain your dignity

3. It is established as an authority because prospective clients see it as a reliable source of information.

4. You are not looking for prospects; Instead, they call you.

5. Reach prospects during the first stage of the decision-making process, often before they call their competitors.

6. Identify even the marginal prospects who suffer from fear of phone calls, but are not afraid to ask for their free information.

7. You show that you should not fear calling your office. In fact, it is a positive experience.

8. You save money

9. Receive calls from qualified prospects who are genuinely interested in your services and excludes people who are not your prospects.

10. You establish your credibility and make a positive first impression by offering useful information instead of a sales pitch.

11. You save time by answering common questions in your materials and seminars, instead of answering the same questions over and over again.

12. You begin to gain your prospect's loyalty because you have made an effort to help him, even if he does not become your client.

13. You know exactly how well your marketing works because you can count the number of prospects that respond, and the amount that happens to become customers.

14. You gain a competitive advantage simply by using this method because few of your competitors, if any, currently use it.

15. You benefit from the synergy of various educational methods that reinforce each other.

16. You get a real benefit, instead of simply creating more work and more overhead.