An indispensable and fundamental basis in your marketing goal should be to educate your customers. You should first educate them to your products or services.Let's assume you sell houses. There are so many things to know about owning a home, such as signing
agreement, inspection, closing costs, title, tax advantages, city tax, home appreciation, type of loans, PMI, credit history, how lenders use individuals credit, how to improve credit, down payment etc... that you should include all that in your advertising material. You could have a report on how to buy a home, how to improve credit, how to invest in real estate and that you could give for free.
In other words you educate them on your services and your company. You educate them so that they have a better understanding of many benefits that an individuals has when he/she becomes a homeowners, which has effect of endearing you to them.
One of most terrible mistakes I personally see is how many businesses fail to educate their customers about unique advantages offered to them. May be you offer a better quality product, may be you have a longer warranty, may be your support is 24/7/365 days, and how about all features you offer. What comes with package? You must state something that differentiates you from your competition and that will allow you to build your credibility.
Once you educate your customers you will notice that your profits increase. Just think about how you make a purchase decision. When you considering making a purchase decision you most likely do not know much about product or service and if you have unanswered questions you are less likely to buy that product or service. If you educate your prospects on your offer and show them all benefits you will gain their trust and they will most likely buy from you. Think about it. How can you possibly make a buying decision if you do not know anything about a product or service? Remember that when it comes to spending money people want to make sure they are making right decision if not they will regret their purchase. Why not helping them make that decision by educating them and comforting by showing them that they are making a wide decision and it will be good for them and their family.
Do not hesitate to show all benefits and less positive aspects of your offer and you will see a dramatic increase in sales. Few companies realize that they must lead customer to action and to a decision. People need to be what to do to obtain product and service they inquire about. Therefore it is extremely important that every sales letter, call or advertising you do should include some kind of education on your offer. The amazing thing is that people need to be led to action of buying. If there is a difference in price between you and competition you must clearly explain it to customers if not there will not understand why. Individuals rarely question why a price is higher or lower. They should question a low price for something and consider negative aspects of a product or offer but remember that it is always tempting to buy something cheaper as it translate in saving money which is a value to any prospect who want to make a purchase.
