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What_Is_Education_Based_Marketing

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					Title:
What Is Education Based Marketing

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634

Summary:
Selling-based marketing is built around a selling message, sometimes called a sales pitch. The sales pitch
is
often delivered using methods that reach out to prospective customers, such as telephone selling, direct mail
and door-to-door sales. Education-Based Marketing is built around an educational message, which replaces the
sales message. The educational message is commonly delivered to prospective clients through educational means.
These include written materials, med...



Keywords:
legal marketing, lawyer services, legal advertising



Article Body:
Selling-based marketing is built around a selling message, sometimes called a sales pitch. The sales pitch
is
often delivered using methods that reach out to prospective customers, such as telephone selling, direct mail
and door-to-door sales. Education-Based Marketing is built around an educational message, which replaces the
sales message. The educational message is commonly delivered to prospective clients through educational means.
These include written materials, media publicity (articles and interviews), advertising, seminars,
newsletters, audio and video tapes, and Internet web sites. Frankly, you can educate your prospective clients
using any method through which they can get your information and advice. Typically, your Education-Based
Marketing program works like this: You create an educational message, which you first put into the form of
a
written handout. Then you offer your handout to prospects who are interested in your services. Prospects call
your office to get your free written materials. You respond by sending the materials and inviting prospects
to upcoming seminar. In addition, you keep prospects educated through your educational newsletter.
an                                                                                                          You put
your message in front of your prospects through paid advertising, articles in newspapers and magazines, and
interviews on radio and TV. In addition, you communicate with people on your mailing list and invite them
to
attend your seminar and bring their friends and associates.       Selling-Based Marketing Creates These Problems:
逐逐1. Prospects go out of their way to avoid you because they are tired of selling and sales pressure.
They like to be approached by salespeople who have something to sell.
don't                                                                       2. Prospects don't think they can
trust you because all of us have been burned by salespeople who gave us "inaccurate" and even false
information in their eagerness to earn a commission.      3. Prospects are defensive and protective because they
expect you to try to pressure them into buying something they don't want or need.       Education-Based Marketing
Provides These Solutions:     1. You give prospective clients what they want, information and advice -- and you
remove what they don't want, a sales pitch.      2. You maintain your dignity because you never make any effort
to sell.   3. You establish yourself as an authority because prospective clients see you as a reliable source
of information.    4. You don't seek out prospects; instead, they call you.    5. You reach prospects during
the stage of the decision-making process, often before they call your competitors.
first                                                                                       6. You identify
even
marginal prospects who suffer from phone-call fear, but who aren't afraid to call for your free information.
逐逐7. You prove that calling your office is nothing to be afraid of. In fact, it's a positive
You save money 8.
experience.     because you don't need expensive brochures.      9. You receive calls from qualified prospects who
are genuinely interested in your services and you screen out people who are not your prospects.       10. You
establish your credibility and make a positive first impression by offering helpful information rather than
a
sales pitch.    11. You save time by answering common questions in your materials and seminars, rather than
answering the same questions over and over.      12. You begin to earn your prospect's loyalty because you've
made an effort to help him, even if he doesn't become your client.      13. You know precisely how well your
marketing works because you can count the number of prospects who respond -- and the number who go on to
become clients.    14. You gain a competitive advantage simply by using this method because few, if any, of
your competitors currently use it.     15. You benefit from the synergy of several educational methods that
reinforce each other. 16. You earn a true profit, rather than just creating more work and more overhead.
鱐鱐Now you understand why the American Marketing Association featured this innovative method on the front page
of its national publication, MARKETING NEWS. Now I invite you to profit from this unique method.

				
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posted:5/17/2012
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Description: Education articles