Teaching is a path to selling. When you teach your customers, you empower them. When they reach a decision on their own, they are bonded to it. They’ll justify it, they’ll defend it. And if you’re fortunate enough to earn the honor, they’ll actually advocate their decision to other people, too – creating new customers for you.
Sure, you’ve influenced them. That’s marketing. But you haven’t pushed them or forced them. You’ve just provided them with the facts and relevant information, based on your valuable experience.
Advocacy is the multiplier that you need in your business, and this is the only way to achieve it. Spending more on awareness campaigns won’t scale. Input = output (if you’re lucky). Teaching your customers is a better path, and all you have to do is align your content strategy with this principle.
Continuing my thread from last week, there are four key factors that will help you activate this dynamic: Experience, Generosity, Collaboration, and Strategy. These come straight out of my teaching philosophy – and it won’t surprise you that my teaching philosophy is pretty much the same as my philosophy about content strategy.
For more on this, please listen to the episode here – or subscribe in iTunes.