Education-Based Marketing

Education-based marketing is a strategic approach that focuses on providing valuable information and education to potential customers, rather than simply trying to sell them a product or service.

The Core Principle

You will attract way more buyers if you are offering to teach them something of value to them than you will ever attract by simply trying to sell them your product or service.

Key Benefits

• Attracts More Buyers: It appeals to a much broader audience than a traditional sales pitch, including the 90% of potential buyers who are not actively looking to buy right now (see The Buyer's Pyramid).
• Builds Rapport and Trust: When you educate, you build rapport. When you sell, you can break it.
• Establishes Expertise: It positions you as an expert and a trusted advisor in your industry.
• Sets Buying Criteria: It allows you to set the buying criteria in your favor.
• Reduces Sales Resistance: People are naturally resistant to being sold, but they are open to being educated.

Implementation

• Develop a "Stadium Pitch" that offers valuable insights to your target audience.
• Focus on market data that is relevant and interesting to your customers.
• Weave your product or service into the educational content as a solution to the problems you are discussing.