What Is Education Based Marketing

What Is Education Based Marketing



What is​ Education Based Marketing
Selling-based marketing is​ built around a​ selling message,​ sometimes called a​ sales pitch .​
The sales pitch is​ often delivered using methods that reach out to​ prospective customers,​ such as​ telephone selling,​ direct mail and door-to-door sales .​
Education-Based Marketing is​ built around an​ educational message,​ which replaces the​ sales message .​
The educational message is​ commonly delivered to​ prospective clients through educational means .​
These include written materials,​ media publicity (articles and interviews),​ advertising,​ seminars,​ newsletters,​ audio and video tapes,​ and Internet web sites .​
Frankly,​ you​ can educate your prospective clients using any method through which they can get your information and advice .​
Typically,​ your Education-Based Marketing program works like this: you​ create an​ educational message,​ which you​ first put into the​ form of​ a​ written handout .​
Then you​ offer your handout to​ prospects who are interested in​ your services .​
Prospects call your office to​ get your free written materials .​
You respond by sending the​ materials and inviting prospects to​ an​ upcoming seminar .​
In addition,​ you​ keep prospects educated through your educational newsletter .​
You put your message in​ front of​ your prospects through paid advertising,​ articles in​ newspapers and magazines,​ and interviews on​ radio and TV .​
In addition,​ you​ communicate with people on​ your mailing list and invite them to​ attend your seminar and bring their friends and associates .​
Selling-Based Marketing Creates These Problems:
1 .​
Prospects go out of​ their way to​ avoid you​ because they are tired of​ selling and sales pressure .​
They don't like to​ be approached by salespeople who have something to​ sell .​
2 .​
Prospects don't think they can trust you​ because all of​ us have been burned by salespeople who gave us inaccurate and even false information in​ their eagerness to​ earn a​ commission .​
3 .​
Prospects are defensive and protective because they expect you​ to​ try to​ pressure them into buying something they don't want or​ need .​
Education-Based Marketing Provides These Solutions:
1 .​
You give prospective clients what they want,​ information and advice -- and you​ remove what they don't want,​ a​ sales pitch .​
2 .​
You maintain your dignity because you​ never make any effort to​ sell .​
3 .​
You establish yourself as​ an​ authority because prospective clients see you​ as​ a​ reliable source of​ information .​
4 .​
You don't seek out prospects; instead,​ they call you​ .​
5 .​
You reach prospects during the​ first stage of​ the​ decision-making process,​ often before they call your competitors .​
6 .​
You identify even marginal prospects who suffer from phone-call fear,​ but who aren't afraid to​ call for your free information .​
7 .​
You prove that calling your office is​ nothing to​ be afraid of .​
In fact,​ it's a​ positive experience .​
8 .​
You save money because you​ don't need expensive brochures .​
9 .​
You receive calls from qualified prospects who are genuinely interested in​ your services and you​ screen out people who are not your prospects .​
10 .​
You establish your credibility and make a​ positive first impression by offering helpful information rather than a​ sales pitch .​
11 .​
You save time by answering common questions in​ your materials and seminars,​ rather than answering the​ same questions over and over .​
12 .​
You begin to​ earn your prospect's loyalty because you've made an​ effort to​ help him,​ even if​ he doesn't become your client .​
13 .​
You know precisely how well your marketing works because you​ can count the​ number of​ prospects who respond -- and the​ number who go on​ to​ become clients .​
14 .​
You gain a​ competitive advantage simply by using this method because few,​ if​ any,​ of​ your competitors currently use it .​
15 .​
You benefit from the​ synergy of​ several educational methods that reinforce each other .​
16 .​
You earn a​ true profit,​ rather than just creating more work and more overhead .​
Now you​ understand why the​ American Marketing Association featured this innovative method on​ the​ front page of​ its national publication,​ MARKETING NEWS .​
Now I​ invite you​ to​ profit from this unique method.




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