The Marketing Equation Component 3: Educate
Now that the prospect has been successfully interrupted and engaged, your job as marketer is to become the facilitator of information–-the fountain from whence all knowledge flows when it comes to figuring out how to buy what you sell. You’ve got to give them enough information - quantified, specific, delineated information – that they feel like they understand the important and relevant issues. They need to feel like they’re in CONTROL of the decision. You’ve got to give them enough information to give them the unshakable confidence that they’re making the best decision possible. The more you educate the prospect on what he needs to know and look for and look out for, the more you’re going to sell. The information has to be delivered in a way that’s easy to quickly scan and digest. We simply call this component of the marketing equation Educate...and the information that is given to educate them is called “CONTROL” information, because it puts them in control of the decision.
Build A Case. Your product or Service IS ON TRIAL. THE CUSTOMER is the Jury. YOU are the Attorney. You must EDUCATE as to all of the relevant & important issues. Prove that you offer superior value, Present evidence of expert testimony to support your case. Remember, it’s a life or death sentence!
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Adult B2B Marketing Tip of the Day - Educate
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