This Uncommon Marketing Style Will Help You Grow Your Business


Opinions expressed by Entrepreneur the collaborators are his.

Marketing can mean different things to different people, and how someone defines it often has a lot to do with their personal and professional experience. Those of us who have made our career in marketing have a unique perspective, but even as professionals, we each see work differently.

As you probably already know, in general terms, marketing is the means by which a person or company sells a product or service. Marketing can be subtle or daring, smooth or insistent, but in the end, the goal is always to make a connection and ultimately a sale. As a marketing professional, my personal focus has invariably focused on customer education, and this has worked for me and my clients. Even when I was in corporate marketing, I tried to educate instead of using pressure on sales.

Related: The most important investment in your startup is customer education

I find this approach works best for what I do because it tends to attract high quality customers looking for a long term relationship rather than a single transaction. However, this may not be the right strategy for every product or service. However, now that I own a business, my fundamental approach to marketing has not changed and I just want to work with clients, in my case, dentists, who understand and appreciate how educating their patients (clients) can help grow companies in a meaningful and sustainable way.

An approach that prioritizes education

All of our marketing has a “education first” approach. It is not a problem for us to give away our knowledge, because we market almost exclusively to dentists. Providing them with information encourages them to participate more in their marketing, and this benefits both them and us. This type of approach helps us build a relationship and trust with future clients. It also demonstrates our authority in the field, giving us credibility among the dental community.

We explain to our customers, in terms that they can easily understand, what exactly we do, how we do it and why. Our clients are grateful to know these details, because they are entrepreneurs themselves, and especially in the field of dentistry, they also believe that education is a fundamental tool to attract and retain customers (or rather, patients). An educational approach to marketing works well in dentistry, but it is also very effective in many other scenarios within the field of marketing.

I have written two books that highlight my approach to marketing. Each book took more than six months to write, and both have generated quite a bit of interest in my business. My books not only talk about education in marketing, but also show the experience and knowledge of the company, our philosophy and our values. When someone reads one of my books, it will resonate or not. When they do, we know they are the type of customer who will succeed with us.

Related: How to get more customers without being insistent

Give away your secrets

As part of my mission to educate, I make a lot of knowledge available to the general public, most for free. My partner and I talk in seminars and do live presentations to groups of dentists in the context of conventions and other events. We send out weekly emails, write blog posts and posts, record podcasts, and make videos, all of which are designed to educate dental practitioners on how they can get the most out of their marketing. In essence, I basically give away all my secrets as a marketing professional, but I don’t care that people who are listening, watching, and reading use what I’ve told them without hiring my company. If they do, and they succeed, then more power for them.

The clients I am really looking for are the ones who see the value in hiring us, because we have all this knowledge to share. These customers understand that outsourcing marketing to an expert is the best use of their time and money. These are customers who appreciate education and are often already on a similar path, but need to expand or update their marketing efforts. These are the customers who are committed and open to new ideas. These are the customers we want, because these are the customers who stay.

I believe that when all is said and done, if the product or company fits right, an education approach can first benefit more companies and take their marketing to the next level. Don’t let the fear of someone taking your ideas and using them stop you from educating your target audience. Keep an abundance mindset and realize that not all customers are suitable. Those who are, will resonate with the information you share.



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