(Greetings from my home office in Berlin where the magic happens)
Are you always trying to sell something in your marketing content?
I really hope you’re not. It’s cheap and clients can see right through it like a sheet of glass.
A smart developer will agree that educating your buyers is just as important as gaining them.
Why?
Firstly, you probably think your product is amazing and the best thing since sliced bread, but without some form of advertising, you’re a lone ranger.
And we all know that you can’t sell a secret.
But if you’re a lot like me, then nothing turns us off quicker than a self aggrandiser.
So how do you tell the world your project rocks without having the public go Donald Trump on you?
Education is the key.
You should be spending at least 70% of your time educating clients by creating content of value that enhances their understanding of what your project stands for.
This often involves sharing useful information about the design, lifestyle, and your perspective on the macroeconomy.
Think big picture. Go wide.
Then distill it into bitesize consumable facts.
Don’t be afraid of giving away some of your intellectual property for free either.
The truth is, if you’ve thought of an idea, then there are a million others who have done the same. You’re really not that special.
Your superpower is a willingness to share and the ability to execute.
While you understand bricks and mortars like the back of your hand, your clients don’t.
So make it your mission to educate them about the pain, outcomes, and solutions you offer.
Tell them a story that connects on a human level, one which they can understand.
How?
Let me illustrate an example.
Right now, there are two contrasting schools of thought that drive decision-making for buying real estate.
First, buyers think that the market is going to retreat further once stimulus support payments are scaled back, paving way for opportunities to secure mortgages in repossession. This creates a reluctance in the market for buyers to commit.
The second school of thought is that national economists predict a 15% price surge from June 2021 to the middle of 2023 due to the Morrison government’s decision to relax responsible lending standards and Frydenberg’s indication that our federal focus would be economic recovery rather than budget repair until unemployment was back “comfortably” under 6%. Austerity will not be adopted.
To present a persuasive position to encourage your buyers to transact, you need to educate them about the economy on a macro level. If you can’t provide a clear picture of why they should move forward, fears and doubts will strike them with inertia.
Educating clients is the perfect opportunity to demonstrate your understanding of large concepts on a cellular level. It helps foster trust without crushing consumer confidence. Asking clients to commit without educating them properly is like trying to pull a thousand pieces of velcro apart.
Don’t ask for trust, demonstrate it.
So how do I help my clients educate their audience? Below is the three-step process my team follows:
Step #1: I start by researching a prominent fear or pain in the market. What stops someone from making a decision? Addressing something that holds someone back is easier than pushing them forward. The goal of all educational pieces is to present a persuasive position to help them overcome deep seeded concerns.
Step #2: I conduct comprehensive research by accessing reputable sources that support my content narrative. I prefer to use The Economist, The Wall Street Journal, Financial Times, and the Australian Financial Review. If you want to play with the big boys, you need to bat in their league. Be wary of using content from tabloid forums and definitely don’t use speculative information you hear in a pub.
Step #3: I spend 50% of my time rehearsing the content narrative in my head to make sure that it is engaging, sometimes controversial, and most importantly, educational. With 1,209,600 new data being produced on social media each day and people’s attention span averaging 8 seconds, finding a way to stand out while staying true to who you are as a brand is mandatory.
Helping your clients digest huge concepts and holding their hands while taking them on a journey of unicorns, lollipops, and rainbows is your job. It takes sophisticated and endearing storytelling for them to understand your product, see the solution it provides to their pain, and engage in a transaction with you.
If you want to use Email as a marketing strategy but don’t know where to start, let’s chat and see if it is a fit for you. You can schedule an appointment HERE
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