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Educate Your Way to New Customers

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educate_image1.jpgI am fond of saying to my clients that the person or company who educates a prospective customer has a good chance of getting that person’s business. As an example, let’s say you have provided lawn maintenance services for ten years. You then take your expertise on the road and conduct a seminar for a local homeowner’s association on the basics of lawn irrigation (watering). Your presentation skills are sharp so your message is well received.

Several people in your audience of 30 are thinking, “Now I know exactly what I need to water my lawn properly, if I could just find someone to maintain the lawn.” Who do you think these potential customers will contact first? That’s right, you! You now have a successful marketing tool in your arsenal, the educational seminar. You can make your seminar even more effective by capturing it on video and distributing it on DVD, through the web or on broadcast TV.

Karate School Turns Seminar into Opportunity (Trailer Below):

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Educational seminars are very effective but you are limited in the number of in-person sessions you can deliver. Suppose you have time each month to do 8 seminars (that’s two each week). Each meeting attracts an average of 20 people. You will reach a total of 160 people. That’s good but not great. By distributing your seminar on video, you can reach thousands of people with significantly less effort.

Your video seminar also provides additional sales opportunities. Your “how to” video will allow you to expand beyond your existing market and sell to audiences you may not have previously considered. If you host a seminar on the use and maintenance of chef’s knives any user of a chef knife is a potential customer; including cooks, cooking students, knife manufacturers, the list is endless. The moral of the story is become a teacher of your business and the customers will come to you.

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6 Responses to “Educate Your Way to New Customers”

  1. Marketing 911: From WNBA to CEO Coach « The Eastonsweb Multimedia Blog Says:

    [...] Educate Your Way to New Customers [...]

  2. 5 Ways the PR Store (and YOU) Can Supercharge A Seminar. « The Eastonsweb Multimedia Blog Says:

    [...] Educate Your Way to New Customers [...]

  3. Katie Smith Says:

    “the person or company who educates a prospective customer has a good chance of getting that person’s business.”

    I believe that you will get a person’s long term business with your product or service is by providing them how they can benefit from your product or service. Because it is not enough that you just successfully sold a product or service to them, but it is important as well that they know to use it so that if time comes that they needed something that relates to your product then you’re the one who will be contacted.

    Katie Smith
    My Blog:iContact Promo Code  

  4. Anne Cole Says:

    Exactly Katie. That’s the essence education in marketing. A buyer would be more interested if he knows what he is buying. That’s why educational communication is very important in business.

    Anne’s blog: Anne Cole Swimwear Collectionr

  5. Kate Jonston Says:

    Hi !
    One of the best small business marketing strategies is simply to educate your customers. That really is the key to marketing a small business.Think of it like this – No matter what the size of company, whether a big or small business, sales can be described as…The successful fulfilment of a customer’s needs, in simple terms: The more they know, the more likely they will buy
    You need to make your prospective customers aware of:
    What you’ve got
    Why they want it
    How they can get it
    …and that’s it, that’s the key to small business growth.
    Thanxs !

    Kate Jonston
    My blog: Bolle Sunglass

  6. Coach John Says:


    You are both so right about the power of education in the marketing process. As Brian Clark of Copy Blogger is so fond of saying, “teaching sells”. Quite frankly, teaching prospects is the easiest way to inspire credibility which leads to trust and finally results in sales.

    Teaching is also the easiest way to become remarkable in a crowded marketplace, as most of your competitors will not do the extra work necessary to make their customers smart.

    Thanks for stopping by…

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