You can run promotional campaigns. You can hire salespeople. You can act as a sponsor. However, your competitors are doing the same. How can this help you stand out from the rest?
Instead of trying to spend more than they do, hire more salespeople than they do, or sponsor more money than they do, try to teach more than they do. Training may not even be something your competitors think about. Most companies focus on sales or service, but the idea of teaching never crosses their minds.
Artemy Lebedev teaches designers through his projects “Kovodstvo” and “Business-Lynch.” He showcases best practices and shares ideas on his website, which is visited not only by designers, making it one of the most visited sites in the Russian internet.
Famous salesperson Alexander Derivitsky He is popular not because he hides something, but because he shares something. On his websites, you will find a wealth of practical and actionable techniques and recipes. What has he lost by talking about them?
Everyone knows that Chapkis — He’s a great dancer, but few of those who have heard his name have ever seen him dance. And among those who have seen him, very few could provide a qualified assessment compared to other professionals. What does Chapkis do? Chapkis teaches others.
By educating them, you will create an asset that is fundamentally unattainable through standard marketing methods. Buying people’s attention through a magazine spread or an advertising banner is one thing. Earning their loyalty by educating them creates a completely different connection. They trust you more. They respect you more. Even if they don’t use your product, they continue to be your fans.
Training is something that independent professionals and small companies can afford in ways that large organizations simply cannot. Big companies can afford advertising during the World Cup, but you cannot. However, you can invest in learning, which is something they will never do because large companies are driven by secrecy. Everything that comes out of them is filtered by lawyers and must pass through their gatekeepers. Training is your chance to get ahead of them.
I would appreciate it if you could share more beautiful examples of how education serves as a customer attraction element.