The More You Tell, the More You Sell!

In order to satisfy today's information-hungry audience, I think that K.I.S.S. (keep it simple sweetie) doesn't always apply. Prospects and customers are looking for detailed information to help them make informed decisions. Here are a few tips to help you educate your audience about the products and services you sell:

• Make your marketing materials more educational. Include a product history, list benefits from a customer perspective, explain how it works, and provide comparisons of why your product is better than the competition.


• Provide customized information packets neatly organized in a pocket folder full of detailed information for customers interested in a specific product or service.


• Show confidence in your products by providing free samples, free product evaluations, or a discounted, no-obligation trial for customers to try your products or services firsthand and learn more about them before making a decision to buy. If you listen to the radio almost every direct response ad offers a free trial.


• Take advantages of opportunities to be viewed as an expert in your field. Write guest columns in industry publications, speak at a trade show or on a radio feature, and post your own blog.


• Provide a Q&A section on your website that offers convenient answers to potential questions.


• Offer educational product videos that show product highlights, key features, and tips.


• Create customer forums that allow customers to discuss your products openly and educate each other.


• Provide free hands-on training or presentations at your business, during trade shows, or on-site for customers to see and learn the benefits of your products firsthand.


• Offer webinars, e-learning, or how-to seminars that offer educational tips and interesting information not only about your products, but your industry as a whole.


• Publish a regular newsletter as a marketing tool to build relationships and offer information about your business, team, products, and industry.


• Invite customers "behind the scenes." Give them a tour of your building, and introduce them to your team. Show them a "day in the life" of your company. Let them view how products are made and learn more about your quality-control standards and guides.

Remember that educating your customers shouldn't stop at the sale. By staying front-of mind and continuing to offer helpful information and tips, your customers will look to you first when they are ready to purchase again in the future.