The Ultimate Marketing Strategy

We discussed why so many businesses are failing to achieve results with their marketing efforts. It was clear to me that the reason for their lack of success was they are pitching, not educating. There is a misconception that as a marketer the most important function is to promote our products and services. In fact, main focus should be to establish that we are knowledgeable and can be trusted.
So, what do I mean? Most of us don’t do business with people we don’t trust. Even if we have the lowest prices, if our prospect doesn’t trust us, it will be difficult to close the sale. This is the basis for Education-Based Marketing. This is a powerful marketing strategy that establishes trust and credibility using educational messages. It is the direct opposite of traditional marketing, which uses selling-based messages.
We have two choices when we select a marketing message.
We can choose selling-based marketing, in which we take on the role of a salesperson and deliver a sales message. Or we can choose Education-Based Marketing, in which we take on the role of a consultant and educate prospective clients about their problems and the solutions we can provide.
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, we can educate your prospective clients using any method through which they can get your information and advice.
Education-based marketing can attracts new customers to us before they are thinking about buying. We