Education-Based Marketing

Did you know that 25% of problems in business are the result of ineffective communication? Unclear messages lead to costly errors in production, distribution, sales, marketing, you name it. Research shows that companies value communication skills over ethics, almost as much as they appreciate the "real" stuff you do for them.

That's why businesses hire and even you can use communication experts and Mixonian blog to improve overall productivity, raise morale, be bodacious, and show more style....all through more clear communication.

That's education-based marketing for you.

If you're like a lot of people, you want to sell yourself or your product, but you harbor the secret fear of being or becoming an obnoxious salesperson. Here is strategy shows a way out, to sell and maintain your self-respect. It's another gem in Jill Lublin's latest book, Get Noticed, Get Referrals.

Lublin cites work by Chet Holmes, author of The Ultimate Sales Machine for this sales and marketing strategy. This means you teach people about the context for your service or product, and how it solves problems for your customers. This is her take on education-based marketing:

Education-based marketing works because people are barraged constantly with sales pitches, arm-twisting, and BS. They've heard every promise and every claim and want to decide for themselves. they want enough information to make their own decisions, so give them what they want (107).

Holmes suggests beginning any presentation with research on the prospect's industry. You not only impress the audience with your research, but you make it more obvious how much they need your product or service. He gives this example:

"We've conducted research and have developed a success program for restaurants. Are you familiar with it?" When they answer "no," reply, "We found five reasons why restaurants fail and seven reasons why they succeed. Would you be interested in seeing that information?" (107).

This holistic sales strategy naturally builds an involved relationship. The salesperson becomes a multifaceted teacher, not simply an arm-twisting signature hunter. Take the time to research your prospect and you'll be able to teach yourself into a productive, win-win relationship.

Get Help from the People on Your Side

Listen closely. This is a phenomenal strategy to get more of what you want, whether it's a better job, more sales, your paintings in more galleries, or more concert opportunities.

This great idea comes from Jill Lublin's book, Get Noticed, Get Referrals, but she credits the idea to Mark LeBlanc. Both Jill Lublin and Mark LeBlanc recommend this practice for getting referrals.

It's called an Advocate List.

Write down the names of the 25 most important people in your life who are in a position to affect your business. These are your top advocates. Your strategy is to develop a way to contact each one each month, just to remind them of you and what you can do. This is not the time to ask for referrals. These are extremely busy people and you're just making a friendly connection.

Each month send them something tiny: a postcard, a newsletter, a cartoon, an article, a chocolate bar, a personal note. The idea is to keep in touch in a way that reminds people of your business.

You could also phone, fax, mail or e-mail your advocates. It's nice to catch up with people.

Lublin advises to keep your list strong and not to expand beyond 25 people. She also maintains a larger alliance list made up of friends, associates, and business contacts whom she contacts less frequently, on a quarterly basis.

If you're new in business, review your list every quarter, otherwise go over it each year to add and subtract names.

People want to help you; make it easier for them.