What Do You Know?

Guerrilla Roger C. Parker talks about education-based marketing. Although this concept isn't new, it is one that has been overshadowed by the old adage "It's not what you know, but who you know." For many years, I have worked with people, businesses, and organizations, helping them to understand that the key to a successful Marketing Plan really is "what" they know and how they communicate their knowledge to customers and prospects.

For example, Magnolia Hi Fi, a Seattle-based consumer electronics
company, spent many years "educating" their customers. This worked so well that they built up a huge repeat customer base. The reward? Two years ago, Best Buy purchased them for $87 Million Dollars!

People want to be educated. They thrive on information.

Yes, there will always be "shoppers" that are looking for
the best price, but will those people be long-term, repeat customers?
Possibly, but as a rule they are one-time buyers, looking for a deal.

So, tell your clients what they need to know. Tell them how to use
the information you have provided them with. Educate them, and
they will turn to you as the "Expert" and a trusted resource for their needs. Educate them…and they will come to you!