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Educate your prospects
to buy from you
Dom Goucher - Digital Strategist
Don’t worry...
This isn’t another “Content Marketing”
presentation
It’s about “mindset”*
*OK, OK, it’s about changing your mindset about
Content Marketing, but there’s lots of neat drawings...
Marks
out of 5?
I gave it a big fat
ZERO!
Sadly, my opinion
is
IRRELEVANT
(And so is yours, probably)
Unlike you or I,
your prospects are
(usually) not qualified
to evaluate
your competition
(or you)
You
Your
competition
You...
What your prospects
think they are getting
What you KNOW
they are getting
You
What happens all too often
So what do
you do?
Educate your
prospects to buy
from YOU
Books/e-Books/Whitepapers
Ways to educate your prospects
Articles (of course) Talks/Meetups (!) Webinars/Podcasts
Courses/...
Do...
● Educate, inform, provide solutions
● Show the “right” way
● Give impartial advice
● Provide evaluation criteria
● ...
Don’t...
● Get hung up on (production) quality*
● Be smug/make people feel stupid
● Say “we’re the best” (directly)
● Bad-...
Let’s get practical
OWC/MacSales Videos
It’s good “Content”:
● Genuinely useful content
● Educational
● Transformational
It’s a good “Ranking ...
BONUS:
Other reasons to
educate your
prospects (and
customers)
Build authority/trust Build a need for your
products/Services
The basic benefits
Inform about (new)
products/services
Develop your prospects/customers so they can
utilise your (higher end) products/services
The “big kahuna”
Big ol’
conclusion
Do everyone a favour,
save your prospects from this...
If you liked the drawings in this presentation, you can
get your own set from holgernilspohl.com
YouYour
prospect
Educate Your Customers to Buy from You
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Educate Your Customers to Buy from You

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Dom Goucher (Prenuer Group)
Dom is a coach, consultant, speaker, and writer who specialises in Digital Marketing. He hasn't been featured in national media (yet), or won any awards (that he's aware of). He does have a Degree in Computer Science though.

Published in: Marketing
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Educate Your Customers to Buy from You

  1. 1. Educate your prospects to buy from you Dom Goucher - Digital Strategist
  2. 2. Don’t worry... This isn’t another “Content Marketing” presentation
  3. 3. It’s about “mindset”* *OK, OK, it’s about changing your mindset about Content Marketing, but there’s lots of neat drawings, so stick with me!
  4. 4. Marks out of 5?
  5. 5. I gave it a big fat ZERO!
  6. 6. Sadly, my opinion is IRRELEVANT (And so is yours, probably)
  7. 7. Unlike you or I, your prospects are (usually) not qualified to evaluate your competition (or you) You Your competition Your prospect A.K.A. “You are not your customer”
  8. 8. What your prospects think they are getting What you KNOW they are getting You What happens all too often
  9. 9. So what do you do?
  10. 10. Educate your prospects to buy from YOU
  11. 11. Books/e-Books/Whitepapers Ways to educate your prospects Articles (of course) Talks/Meetups (!) Webinars/Podcasts Courses/Workshops
  12. 12. Do... ● Educate, inform, provide solutions ● Show the “right” way ● Give impartial advice ● Provide evaluation criteria ● Tell them how to do it themselves (or even better, tell them how YOU do it)
  13. 13. Don’t... ● Get hung up on (production) quality* ● Be smug/make people feel stupid ● Say “we’re the best” (directly) ● Bad-mouth competitors (directly) ● Sell hard *unless that’s what you are selling!
  14. 14. Let’s get practical
  15. 15. OWC/MacSales Videos It’s good “Content”: ● Genuinely useful content ● Educational ● Transformational It’s a good “Ranking Object”: ● High-quality “long tail” topic ● Optimised ( #1 on YouTube AND Google) ● Promotes the brand ● Lots of calls to action/product references
  16. 16. BONUS: Other reasons to educate your prospects (and customers)
  17. 17. Build authority/trust Build a need for your products/Services The basic benefits Inform about (new) products/services
  18. 18. Develop your prospects/customers so they can utilise your (higher end) products/services The “big kahuna”
  19. 19. Big ol’ conclusion
  20. 20. Do everyone a favour, save your prospects from this...
  21. 21. If you liked the drawings in this presentation, you can get your own set from holgernilspohl.com YouYour prospect

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