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What Is Education Based Marketing
by: Trey Ryder
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 newsletter.

You put your message in front of your prospects through paid advertising, articles in newspapers and magazines, and interviews on radio and TV. In addition, you communicate with people on your mailing list and invite them to attend your seminar and bring their friends and associates.

Selling-Based Marketing Creates These Problems:

1. Prospects go out of their way to avoid you because they are tired of selling and sales pressure. They don't like to be approached by salespeople who have something to sell.

2. Prospects don't think they can trust you because all of us have been burned by salespeople who gave us "inaccurate" and even false information in their eagerness to earn a commission.

3. Prospects are defensive and protective because they expect you to try to pressure them into buying something they don't want or need.

Education-Based Marketing Provides These Solutions:

1. You give prospective clients what they want, information and advice -- and you remove what they don't want, a sales pitch.

2. You maintain your dignity because you never make any effort to sell.

3. You establish yourself as an authority because prospective clients see you as a reliable source of information.

4. You don't seek out prospects; instead, they call you.

5. You reach prospects during the first stage of the decision-making process, often before they call your competitors.

6. You identify even marginal prospects who suffer from phone-call fear, but who aren't afraid to call for your free information.

7. You prove that calling your office is nothing to be afraid of. In fact, it's a positive experience.

8. You save money because you don't need expensive brochures.

9. You receive calls from qualified prospects who are genuinely interested in your services and you screen out people who are not your prospects.

10. You establish your credibility and make a positive first impression by offering helpful information rather than a sales pitch.

11. You save time by answering common questions in your materials and seminars, rather than answering the same questions over and over.

12. You begin to earn your prospect's loyalty because you've made an effort to help him, even if he doesn't become your client.

13. You know precisely how well your marketing works because you can count the number of prospects who respond -- and the number who go on to become clients.

14. You gain a competitive advantage simply by using this method because few, if any, of your competitors currently use it.

15. You benefit from the synergy of several educational methods that reinforce each other.

16. You earn a true profit, rather than just creating more work and more overhead.

Now you understand why the American Marketing Association featured this innovative method on the front page of its national publication, MARKETING NEWS. Now I invite you to profit from this unique method.

About the author:
TREY RYDER LLC, Education-Based Marketing for Lawyers Lawyer Marketing Advisor http://www.TreyRyder.comTrey Ryder is the Lawyer Marketing Department Sponsor At http://www.JerseyJustice.com


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 E-Z GRO Opt-In Mailing List Techniques
 by: Shon Christopher

An opt-in mailing list can be your most solid internet marketing tool. Think of it as a foot in the door – or better yet, a standing invitation to drop by anytime. Research has shown that it takes an average of seven contacts with a prospect to make your first sale.

It’s hard to count on someone returning to your web site seven times – but if you get them there once, and convince them to join your opt-in mailing list, you have a standing invitation to contact them with your offers, at your convenience.

The trick, of course, is turning your web site visitors into opt-in list subscribers. Opt-in list building is easier than you think. There are a number of tried and true methods of list building that you can use – but don’t be afraid to think outside the box to sign up folks who drop by your web site for a short visit.

Start with a good reason for people to join your opt-in list.

People don’t join opt-in lists out of the goodness of their hearts – they opt in because you’re offering them something of value. What have you got to offer?

• Get a 10% discount on all purchases over $25 – exclusive to members of our mailing list!

• Find out about our newest products through our opt-in mailing list!

• We’ll keep you up to date on the latest developments in [insert your field here].

• Special discount prices and offers exclusively for members of our mailing list.

Get the picture? You’re not saying, “Hey, can I keep bugging you to try to sell you stuff?” You’re offering a service – “I’ll let you know when I’ve got good stuff you want to buy.”

Post the invitation to join your opt-in list prominently on your web site. Simple list building truth number one is that people can’t join your opt-in list if they don’t know about it. Put an invitation to join your email list on every single page of your site – and make the invitation enticing.

Practice opt-in list building everywhere.

Include a short invitation to join your opt-in email list as part of your email signature so that it goes out every time you email someone. If you do a presentation or event, personally invite participants or booth visitors to join your opt in email list.

Bribe people to sign up with a free gift.

Bribery is a tried-and-true fast list building technique and website promotion tool. Selling weight loss products? Put together an e-book of weight loss facts about nutrition and offer it as an incentive to sign up for your opt in list. Be creative, and watch your list grow like a weed.

Offer incentives for referrals.


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