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Add You - Education vs Sales-Based Marketing
Professor of advertising at Harvard University, Neil H. Borden, said, “In our economy, advertising is the chief means by which businesses communicate with the customers about their products or services to bring about an exchange.”The key word that leads to effective advertising is….communicate.If advertising’s function is to communicate, let’s examine the stages in the advertising communication process.Communication experts generally agree on the stages of the communication process: unawareness, awareness, comprehension, conviction, and finally action ---the stages in our advertising communication process.Creating awareness is advertising’s easiest job and may be quickly accomplished. Advertising forces can easily move prospective from unawareness to awareness of your business, product, or service.Developing understanding requires more adve
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, the
It's time to adjust your course again. Time to see where you are and decide where you want to be. Time to check to see what's working and what's not. And its time to focus the power of mental marketing to achieve your new goals. This internal and external check up should take place very 90 days-a personal quarterly report, if you will.Take time to write down these answers:What do I LOVE to do?How often am I doing it?What am I resisting-what don't I like to do?What's working? (By "working," do I mean I have a good time doing it or that it brings me the income I desire from it?)What's not working? (Enjoyment and/or income or both) What do I want to release? What and/or who do I no longer want in my life?What am I willing to do in the coming year to expand my business?What am I not willing to do?
What’s the single most important process determining whether or not your coaching business is successful?
The correct answer to this question can completely change your coaching business forever. It can change your perception of your business. It can change your focus in your business. It can change how you go about operating your business. And most importantly, it can determine the success or otherwise of your business.
We asked dozens of coaches this question and got a broad array of responses. But only 4% of them were even close to the mark! Most coaches answered: quality service; number of clients; pricing; branding; advertising copy.
…And whilst all these issues are critical, the single most important process is your marketing methodology. Whilst you must have all the other elements as well, it’s your marketing methodology that ultimately determines the success or otherwise of your business.
Let us explain…
Nearly all coaches use a marketing methodology that’s a sales-based marketing methodology. This is understandable as most traditional marketing methods teach sales-based marketing methods. We’re all impacted by sales-based marketing at every turn – on TV, newspapers, magazines, billboards, radio – everywhere. And when coaches research marketing methods, they are most likely to learn about traditional sales-based marketing methodologies – print ads (in newspapers, yellow pages, journals, magazines etc), direct telephone calls, radio, flyers, direct mail letters, etc.
But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, ther
One of the methods that translators use to find new business is to contact translation agencies. Usually there are two different methods that translators can use when contacting these agencies.One of these methods involves registering with the translation agency as a translator, usually through a form on their website. The agency typically wants to know the language pairs of the translator, any specialization the translator has, as well as the experience and training of the translator. The other method involves going to the website of a translation agency, hunting down an email address and sending that address a CV of your translation experience. The agency might have an email dedicated to receiving translators' information or they might just have a generic contact email.Whatever the method used to contact translation agencies, it is important to have a system of
…And whilst all these issues are critical, the single most important process is your marketing methodology. Whilst you must have all the other elements as well, it’s your marketing methodology that ultimately determines the success or otherwise of your business.
Let us explain…
Nearly all coaches use a marketing methodology that’s a sales-based marketing methodology. This is understandable as most traditional marketing methods teach sales-based marketing methods. We’re all impacted by sales-based marketing at every turn – on TV, newspapers, magazines, billboards, radio – everywhere. And when coaches research marketing methods, they are most likely to learn about traditional sales-based marketing methodologies – print ads (in newspapers, yellow pages, journals, magazines etc), direct telephone calls, radio, flyers, direct mail letters, etc.
But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, the
Do you want to continue your costly, time-consuming and exhausting struggle in a frustrating job search using weak, ineffective tools that are getting you nowhere? The job market today is fiercely competitive with few high-paying or desirable jobs available. With repeated downsizings, companies have learned to survive with less.Mediocrity has no place in your job search process. To be a player among the huge number of job seekers, you need an edge, a unique compelling advantage.To be successful, you must differentiate yourself from the crowd. You must use search strategies that put you head and shoulders above your competition. You must possess knowledge and skill in your area of expertise, and know how to demonstrate that to the world. You may be the best candidate for a position, but someone better skilled at interviewing gets the offer.Here are the
But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, the
Viral marketing is a term that has been floating around for nearly a decade. It is a form of marketing that relies on creating a message or a product that is so captivating and so compelling that it is almost impossible for recipients not to pass it along to their networking contacts, who in turn, will pass it along to their networking contacts, etc., etc., etc. until there is a huge surge in brand awareness and demand for your product or service.The classic example of viral marketing is Hotmail, which, as you know, offers a f.r.e.e e-mail service to people on the Internet. Unfortunately, when Hotmail started out, not too many people knew about it.To remedy that, the powers that be at Hotmail added a little caption promoting their service at the bottom at of each of their e-mails. Within a year and a half, they had over 12 million subscribers. That's when Mi
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, the
Here is one marketing formula that will stand by you and make you a hero. It consists of only three parts:1) Say what you are going to tell them 2) Tell them 3) Go back over what you told themIf this seems simple, it is. It will save you hours of slaving over a speech. It can make it a joy to write a sales letter. Use it to help you write your books and reports. You may find yourself dashing off articles faster than ever using this 3-step formula.Here is how it goes:1) Say What You are Going to Tell Them Let’s say you are called upon to give a talk to prospective customers. Start out right away by letting them what you are going to tell them. Make it as short as possible.Next, it is important to set the tone. The key here is to talk about only one topic. It could be one benefit they will get from using your pr
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, there needs to be an element of trust. Your prospect needs to trust that you can deliver on your promises and that they’ll gain a positive return on their investment. This level of trust is extremely difficult to build through a sales-based marketing approach.
You build no reciprocal obligation on the prospect to investigate your offer or purchase from you. It’s a natural human tendency to reciprocate in kind what’s been given to you. You can not build reciprocal obligation through sales-based marketing.
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable information and advice that solves their problems - and removing what they don’t want, a sales pitch.
Education-based marketing is generally undertaken by delivering Credibility Marketing techniques such as public speaking, information based teleclasses, publications, networking, hotlines, free educational give aways (such as reports, assessments, tools, ecourses), etc.
As opposed to sales-based marketing, education-based marketing means…
- You give your prospect what they really want – highly valuable information. And you take away what they don’t want – a sales pitch.
- You maintain your dignity and feel good about yourself as you never make an effort to sell.
- Your brand recognition and respect will skyrocket! Education-based marketing is the ultimate brand builder. By positioning yourself as the ‘expert’ or ‘specialist’ by solving, through your education products, the most pressing issues your niche confronts. You become the only logical choice in your market.
- You can establish yourself as a credible authori
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