Effective Marketing Secret #5: You MUST Educate Your Prospects

As we discussed in Effective Marketing Secret #4, marketing has changed dramatically over the years.  Where marketers used to control the conversation with consumers, the script has been flipped and the control now rests securely with the consumer.

Not only do your prospects have the ability to determine how, when, and where they receive your marketing message (IF they do at all!), but thanks to the Internet and the vast stores of information it’s produced, they also now have the opportunity and ability to do some serious research into you, your direct competition, and potential solutions that you may not even be aware of!

So does this mean you’ll be stuck fighting harder than ever for the piddly scraps that are left over from the major players in your industry?

Well, yes and no.

Yes, IF you continue marketing the way you always have.

No, IF you understand these principles and apply them to the way you marketing your products and services.

You see, because of the consumer’s ability to do some serious research into your products and services, you MUST provide them with a compelling case as to why they should select you.  Just as a lawyer would build a case for her client, you need to build a case defending your business and offering compelling proof that helps your target market ‘convict’ you of being the best option available.

As an example, think about the famous OJ Simpson murder trial that occurred back in the mid-90’s.  Almost everyone thought he was guilty of the heinous crimes he was charged with.  In fact, most people STILL think he’s guilty!

However, because of the incredibly compelling case his crack team of lawyers presented, he was found “not guilty” and if not for another boneheaded ploy, would be walking the streets a free man.

Why where his lawyers so successful at getting him off the hook?  Because they analyzed every single piece of evidence and every possible question mark a juror might have and they presented evidence that convinced them that OJ was innocent.

So, how can you apply this to your business?

First, you need to identify the issues, concerns, questions, or objections your target prospect might have as it relates to your products or services. Do they think you’re too expensive? Not experienced enough? Not a high enough quality? Or some other ‘made up’ reason as to why they might not choose you?

Next, whatever reasons you think your potential customer might come up with, create some compelling case building materials that either supports their thinking or refutes it, depending on how you want them to view your business.

Case building materials are really the foundation of effective marketing because they educate your prospective customers on the relevant and important issues.  They answer their questions and overcome their objections.  They help your prospects know what constitutes a ‘good buying decision’ and they help them arrive at this conclusion on their own.

Remember, today’s consumer still wants to buy, and they want to make the best buying decision possible, they just want to do it on their own terms. Educating your prospects and providing them with effective case building materials that solidify your position as the ‘best choice’ available is the quickest way to overcoming much of the frustrations and headaches most people associate with marketing their business.

So, your challenge is to think about what case building materials you need in order to effectively engage and educate your prospects. What things do they need to see, hear, or read in order to gain confidence in your ability to provide ‘the best’ products or services?

Go ahead and share your thoughts in the comment section below. I’d be curious to see what ideas we can generate.