Jay Abrahamone of the most respected marketing strategists, has one of the pillars of his Marketing Parthenon – education of customers.
An informed customer makes better decisions, and generally in your favor.
The bigger reason why education helps is that it goes below the radar of the prospects. Most prospects have their antennae always looking out to see if someone is trying to sell them something. The moment they sense that, they bring up their barriers to hearing about what you want to say.
When they see that you are doing selfless education, they hear you. Once they keep getting educated on a continuous basis, they start trusting you. If you show them proof of how you have helped others then the trust grows even stronger. You position your company differently.
During this process when you start introducing your product in a non-intrusive manner then subconsciously the prospects start gravitating towards you and if they have a need which your product can fill, then by default they will choose your brand because you have built the trust.
When there’s trust, factors like pricing etc. take a back seat. Your competitors will be compared to what you offer, not the other way around. Your competitors won’t even realize what hit them.
The other advantage of educating people is that then they come to you for advice, they list their challenges. Using these inputs you can further refine your product and make it more valuable in the eyes of the customers.
Till next time then keep educating your prospective customers.