Educate your prospects to buy from you by providing educational content like eBooks, articles, talks, webinars, and courses. This content should inform and provide solutions without directly selling or badmouthing competitors. Educating prospects builds authority and trust, informs them about new offerings, and develops them into customers that can utilize more advanced products and services. The goal is to save prospects from making uninformed decisions by qualifying them to evaluate options and purchase from you.

1. Educate your prospects
to buy from you
Dom Goucher - Digital Strategist

2. Don’t worry...
This isn’t another “Content Marketing”
presentation

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. Marks
out of 5?

5. I gave it a big fat
ZERO!

7. Sadly, my opinion
is
IRRELEVANT
(And so is yours, probably)

8. 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”

9. What your prospects
think they are getting
What you KNOW
they are getting
You
What happens all too often

10. So what do
you do?

11. Educate your
prospects to buy
from YOU

12. Books/e-Books/Whitepapers
Ways to educate your prospects
Articles (of course) Talks/Meetups (!) Webinars/Podcasts
Courses/Workshops

13. 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)

14. 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!

15. Let’s get practical

16. 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

17. BONUS:
Other reasons to
educate your
prospects (and
customers)

18. Build authority/trust Build a need for your
products/Services
The basic benefits
Inform about (new)
products/services

19. Develop your prospects/customers so they can
utilise your (higher end) products/services
The “big kahuna”

20. Big ol’
conclusion

21. Do everyone a favour,
save your prospects from this...

22. If you liked the drawings in this presentation, you can
get your own set from holgernilspohl.com
YouYour
prospect