Are You Educating Your Prospects?

There is a famous quote in direct marketing, direct sales and copywriting.

“The more you tell, the more you sell.”

You are in a constant battle for thoughtshare with your clients. Stress, reduced headcount, constant turnover, etc. All of these things serve to dilute your message. People are busy and although well meaning, often forget.

As busy as your clients and prospects are, they are constantly on the lookout for information to help them in their decision making.

Information sells, or makes a strong case for a purchase. Specific information sells better than vague generalities.

You can make it easier for your prospects to purchase from you by providing clear concise information initially, and being prepared to have substantial supporting material as a follow-up.

Most messages do not get through on the first go around. Repetition is key and very important in ensuring that your message is getting through. Similar to making repeated sales calls on the prospect, exposing them repeatedly to an educational and relevant message is essential in growing your business.

Your prospects won’t know what you do or how you are able to help them unless you tell them. Even when they have purchased your products, services or solutions you need to make them aware of the value of what they have purchased.

Why Long Messages Still Matter

You may be of the belief that nobody reads anymore. That your marketing message should be short and concise. At the same time you need to give your prospects and clients enough information to make an informed decision.

Everytime someone tells you that no one will read something  you should ask them the following question. “What was the last major purchase you made?” It doesn’t matter what it is. It might be a car, a house, a washing machine, refrigerator or cell phone.

Next you want to ask them, “Did you do any research before you made the purchase?” Typically they will say that they asked someone they knew about it, or they went online and checked what people were saying about things.

Bottomline, they were searching for information. Your prospects time may be at a premium and they are still looking for relevant informaton.

Wikipedia and Consumer Reports

Why is Wikipedia one of the most popular sites on the Internet? Because it is full of valuable and relevant information. Particularly information that is relevant to the viewer.

Why do people buy Consumer’s Reports? Because it is full of relevant information to help make a purchasing decision. If you have never read Consumer’s Reports, you should either visit their website or pick up a copy at the newstand.

Educational marketing materials can contain your unique selling proposition (USP) as well as your value proposition. You can use it to position your products and services at a premium level or position.

The next time you are on an airplane, take a look at the advertisements in the inflight magazine. Some will be short and picturesque, while others will be mini essays on a topic.

The reason why is while they have you captive, they are making a complete sales pitch and presentation to you.

Marketing in this case is known as, “Salesmanship in Print.” This is a classic definition of marketing that many direct marketers are aware of. Print these days is not limited to letters, it also applies to email, social media and online communications.

In direct marketing there is less distinction between the marketing function and the sales function. The purpose of the marketing is to make the sale. This is in contrast to traditional brand marketing which is often more concerned with increasing awareness than making the actual sale.

How much information is enough? The amount it takes to tell your story, make key points, ask for the business and have your prospects respond.

Key Takeaways

1. The more you tell, the more you sell.
2. Make your initial marketing messages clear and concise with your follow-up material more substantial.
3. Prospects still look for detailed information to evaluate potential purchases.
4. Consider adding “salesmanship” to your sales and marketing messages.

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