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Education-Based Marketing in Coaching: The SolutionBy Simon Clarke
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 authority as prospects depend on you as a reliable source of valuable advice. - You significantly reduce your marketing costs - and can in fact get paid to market yourself. This vastly compounds the net worth of every client you attract - you can actually earn double the net profit with only half the clients! - You don't have to seek out new prospects - prospects come to you (to have their problems solved). - You can maintain (mutually beneficial) contact with your prospects through the sales process because they don't feel pressured by a sales pitch and value your information and advice. - You reach prospects early during the first stages of their decision making process. - You attract 'moderately interested' prospects that may otherwise be afraid to call you but are not afraid to request your information. - Due to the high level of trust and rapport built early on you'll be perceived as an adviser, not a salesperson, making added-value sales dramatically easier. - You dramatically increase your referrals from prospects as they feel loyal to you - due to a relationship built on trust and reciprocal obligation and your efforts to help them - even if they don't hire you! And your referrals will come much earlier in your relationship. - You gain compounded advantage as your information is passed freely between prospects within your niche. - You gain a competitive advantage because not many competitors are using education-based marketing. - You achieve a highly leveraged advantage as you can put forward your marketing even when you are not present. - You save valuable time as you often are delivering your message directly to your most highly qualified target audience. As you can see, education-based marketing is the exact opposite to sales-based marketing, and can make an extraordinary difference to your business, and your enjoyment of 'doing' business. So, ask yourself, "How much education-based marketing am I currently doing?" and "How can I develop a marketing plan significantly comprised of education-based marketing methodologies?" © Life Coaching Institute (Aust). If you wish to republish or reproduce this article, please include this information in the end of the article. For more information about the Institute - please visit www.lcia.com.au/lz.
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