Change your marketing message from “Buy From Me” to “Learn From Me” - Expertisement
April 28, 2008
Everyone wants to know “What’s in it for me”? That’s why you place ads that focus on you. They say “Buy from Us”, 
“We are having a sale”, “We won’t be undersold”. If you don’t know already, your customers don’t give a f*%#k about you. They don’t even care about your products and services. They only care about what IMMEDIATE benefit you can provide them through those products and services. Is this a surprise? Getting your copy writers to focus your ads on buyer benefits is a step forward, but its not revolutionary.
What is revolutionary…
Give people immediate benefit whether they buy from you or not. Change your marketing message from “Buy from me” to “Learn from me.” When you do that you are not only providing your customer with real value; you are providing yourself with tremendous leverage. The buyer feels comfortable with you, they trust you and they know that you can deliver benefits. You have now catapulted yourself above your competition. Does it cost any more to teach people with your marketing messages? No. It may cost less. Much less. Ads have to be distributed to thousands or millions of eye balls to have any effect. At great expense. Knowledge is an oasis that draws people in. They will find you. You just have to be where they are looking.
What is the common need among your clients and how can you answer this need?
In the information age, the people with the best information win. Provide your audience with valuable information and you both win. Expertisement is the new model for sales success and long lasting customer relationships. Benefits matter. So deliver them early and often.
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