It's YOUR Job to Educate Prospects

I believe that marketing is all about having a relationship with your prospects, customers and clients.

I also believe that having this relationship is based on educating them and not "selling" them.

Robert Allen, a famous real estate investor said, "No matter what your product is, you are ultimately in the education business.  Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never ending improvements in their lives."

When you first read that paragraph you may have the reaction that it sounds kind of pushy and still revolves around selling people on your products and services.

I say it depends on how you view marketing.  Many people view it as something distasteful that they'd rather not do because they feel they are imposing on people and getting in their face.  So anything to do with talking about themselves or letting people know about their business offerings won't feel good to do.

However, you can embrace the idea that marketing is an authentic and honest conversation whereby you let people know how you can help make their lives better in some way.

When you get right down to it, the true purpose of your business is not to make money, but to make a contribution – to make a difference in people's lives and the world.

Your products and services accomplish this contribution.  BUT, if you don't let people know this – via marketing – then you are not fulfilling your business's intention.

So you see, it all comes back to educating your prospects and clients. It is YOUR job to educate people about how you can make a difference in their life – whether it's by helping them find their true love, dig themselves out of a messy office and home, provide them with financial information, take over their administrative tasks, and on and on.

It is not the job of your prospects and customers to find you, learn about you and get information about your offerings.  That's your job – and how you do this is by marketing.

As you sit down today and tackle some of the marketing tasks on your to-do list, try to approach it with an open heart and open mind.  Really think about how what you are doing (writing an email, making a phone call, doing a blog post, making a presentation, etc.) is making it as easy as possible for people to understand what you do, see the benefits in your products and services, and get access to these helpful offerings.