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 an upcoming seminar. In addition, you keep prospects educated through your educational...
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