Education: Your Marketing Secret Weapon


Article by Frank TraditiSometimes my quest for just the right information can completely consume the day. I find myself spending hours searching for the answer to a crucial question, seeking out a product to solve a business problem, or looking for an expert who can tell me what I need to know.

If you can give me that answer, provide that product, or be that expert, you’ll be my hero. And more significantly, you’ll probably get my business. This is why education can be such a powerful marketing tool. As a business professional, you have skills and knowledge that other people need. Sharing your valuable expertise will lead to more business, and here’s why:

  • By offering just a small amount of your expertise, you can save someone else a huge amount of time.
  • When you provide answers, people begin to see you as someone in the know and a resource to be trusted.
  • People will recognize you as a center of influence and want to be associated with you. Your network will start to grow.
  • Because you make people’s lives easier, they will want to do more with you.

All these factors make people want to stay connected with you over time, and develop closer relationships. And that leads to doing business together.

Here are some of the ways you can offer your services as a subject matter expert, and take advantage of the power of education:

  • Public speaking – Workshops, talks, teleseminars, or webinars are excellent venues for sharing what you know.
  • Newsletter, ezine, or blog – Your own regular publication is a terrific means for reaching many people — not just in your town, but all over the world.
  • Position paper or white paper – A multi-page document sharing a case study, unique approach, or your position on a specific topic.
  • Articles or columns – Publish enough valuable articles, and you might be fortunate enough to land a regular column in a publication, gaining consistent exposure.
  • Online message boards or social networking groups – Share your expertise by answering questions posted to the group or posting your own tips. Thousands of people may see your answers.

Education will always be in style. People will always want to learn more and find better ways to get things done. If you can teach others what they want to know, you’ll find them knocking on your door.

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