At many seminars, I’ve heard the statement, “ Your marketing’s most important function is to promote your product or service.” I disagree.
I feel that the most important function of your marketing should be to establish that you are knowledgeable and can be trusted.
Do you do business with someone you don’t trust? Even if someone had the lowest prices, would you do business with them if you didn’t trust them? Of course not.
I call this type of marketing, “Education-Based Marketing.”
Education-Based Marketing is a powerful marketing strategy that establishes trust and credibility by using messages that are educational. In fact, it is the opposite of traditional marketing which uses selling-based messages.
Don’t you get tired and turned off when you hear the same worn-out, same old sales pitches?
But when you share important facts and expert information that will help them make a good buying decision, people sit up, listen, and take notice.
You should put yourself in the prospect’s mind and listen to the mental conversation they are having with themselves the moment they decide that they need and want your product. This really is the secret to attracting qualified prospects early in the sales cycle.
You need to find the answers to the questions in their heads and use them as the basis for your educational marketing message.
Information that helps your prospects solve problems and make better decisions is the type of information that will attract them to you.
You also establish yourself as an “authority”, by offering helpful advice because prospects see you as a reliable source of information and the expert they are looking for. But, please be careful that you don’t give in to the urge to include a sales pitch with your educational message.
Instead, after you have provided some helpful information, you should invite your prospect to call you, visit your website, or come to your store to take advantage of a free offer.
If you seek to develop a relationship of trust by delivering a non-threatening education message, it will position yourself or your company as your prospect’s first choice, when they decide to purchase something like what you are selling.
All I’m asking you to do is to try it.
If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.
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