Education Based Marketing Is More Powerful Than Product Marketing

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10 years ago

I have recently went through a Chet Holmes sales course, and wanted to share a few things that I felt was powerful that I learned. Education based marketing seems to be the best way to get more eyes on your business compared to product marketing.

3% of your audience is ready to buy.

In the chart I created below, you can see that there is not of lot of people that are actually ready to by any product or service, it's about 3% in any market. Chet proved this while on stage and asked the people in the audience to raise their hands if they were planning to buy a new car in the near future, about 3% raised their hand. Then he asked the same question about several industries and about 3% raised their hand.

How to get more than the standard 3% interested?

Chet used many examples, but one that I thought was powerful was excersize equipment sales. If you are selling new exercise equipment, how is your target audience? Either people who want to loose weight and get healthy or people that already exercise and want or need new equipment. That's your 3%, but instead of looking at it like that, widen your target market, whop really is your target audience? The answer is almost everyone.

If your write ad copy titled "NEW TREADMILLS ON SALE 40% OFF - THIS WEEK ONLY" how many people will you get the attention of? Maybe the 3%, look in the local news paper, that's how everyone advertises. What if your were to use some shocking industry statistics and create a new ad titled "There is 1 thing you can do to cut your chances of getting any disease in half". Now that will get some attention, right? Who wants to learn this? Well, almost everyone right? Not just 3%, more like 60% or 70%.

Education based marketing leverages yourself to...

Using education based marketing, your focus is educating your clients on your niche. This will make them feel your trusted, respected, have deep credibility and give you preemptive positioning (not buying from anyone else when they are ready).

I just wanted to share this awesome information with eveyone, any thoughts or real life experiances on this?

~Mason