I would recommend one of the first things you do is obtain a copy of Robin Robbins FREE audio from her website. This little audio she is giving away is FANTASTIC and I got my CFO/CEO to listen to it, and they understood immediately what ‘educational marketing’ is. Handing out cd’s is not the answer though, you have to learn what it is and how to explain it.

Essentially educational marketing is an intentional direct response. That means I am constantly listening to an audio or thinking about how to follow up on an opportunity. One of the main things I do regularly sends a Tuesday marketing message each week to our current client list (about 1,300 folks).

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Why Tuesday? Because most folks come in on Monday and delete everything from Friday afternoon until the COB of Monday. If you are going to educate your prospects, send them something on Tuesday, I get 3-5 responses each week from my Tuesday e-mailers.

I try on Tuesday to hit those folks with some kind of ‘tension’ message, anything from getting them nervous about their backups to the threat of hackers, to hardware failure. The stuff they are already thinking about but don’t have time for.
In my e-mailer, I am offering to give some of that time back. I usually use a template I have gotten from somewhere and edit it for MY current customer base, and leave most of the marketing language, lingo, and formatting the way it came in the template.

Then I build tension either by offering something FREE, a guarantee, or a deadline. Further, when I obtain a response (even those that want to unsubscribe) receive a free report from me on a Consumer Advisory Topic. People like free stuff and a pdf that I did the work 1x with has been paying me back great dividends since its creation.

Finally, when there is a response from my educational marketing piece, they are put into my CRM (customer resource management) package and I am tracking the opportunity until completion.

Further, I am also bringing testimonial sheets with me on site (service calls), providing other 1-page propaganda sheets, and recently, I am scheduled to give a free seminar to the 650 homeowners in the area we primarily work with, on the “10 Most Useful Things to Teach Users” at a topic that I gleaned from a tech blog.

I will have seminar lead sheets there as well, which will be another funnel of new prospects and contact info. Do you see a pattern here? I am not spending heavy-duty creative time designing, changing the font size, or thinking up catchy marketing materials. I am using materials that others have written, re-writing for my market and focusing on the responses (which turn into billing) versus sitting in my office studying belly-button lint and changing the colours on my letter header!

The key to educational marketing is keeping people informed and posturing everything for a DIRECT RESPONSE. You’ve seen how I keep our current client list informed, but I also receive good referrals from satisfied clients by sending them an executive summary every month on the services they are paying for along with a marketing piece as well.

Yes, it takes a lot of work, but the dividends are fabulous, and we are not EXPLODING growth but it is steady, manageable, and consistent. Educational marketing is realizing that we are in a commodity-based consumer-driven economy.

People are going to buy products and services somewhere, and if they are not aware of who is doing it, they are going to go with whatever is influencing them (TV, uncle Ferd, or the company the pays the most in advertising).
Personally, my marketing had cost me $0 except time, a little discipline in being consistent, a CRM product to track it all and finally a learner mentality. What is a learner mentality? A learner mentality is one in which I am constantly learning about educational marketing, reading about it, doing it, etc.

Not because I am greedy, but I realize that if I want to develop a reoccurring revenue business, then I need to compete with the other venues that are vying for our customer’s time, and educate them on what we have and what we are offering.
Only then can they make an informed decision to purchase, subscribe, or refer. If I am not doing anything… I am also probably getting ‘nothing’ as well.
You’re a rare employee, I am not going to get this kind of work out of a regular employee.

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