Your audience does not want to feel pressure to buy from you all the time. If you ask for money every time you post your audience will quickly tire of hearing from you. But, just because you shouldn’t constantly bombard your audience with adds doesn’t mean you can’t sell in other ways. This post teaches you how to use education to sell your product or service.
Does your audience know why they need you? If not, this is a perfect example of an opportunity to educate. They might not even know what you offer or what problem you can solve for them. It is imperative that you educate your readers about your product or service. You can gently encourage them to purchase from you in the process.
Let’s Look at an Example:
I got a message on Instagram from Laura, the owner of Blanket Safe
in December. She was not selling to me. She was looking for marketing services. BUT she sells a product that I need! Blanket safe horse blanket wash is non-toxic, gentle on the blankets, and does an excellent job getting them clean. I spent two winters volunteering for a horse rescue in Idaho, trying to keep clean dry blankets on 87 horses. I had no idea this product existed.
As soon as Laura messaged me, I hopped right over to Blanket Safe and read a few posts to learn about what she does. I no longer live in Idaho, and I don’t have a horse right now, but I can guarantee that the next time I purchase a horse blanket, I will buy a bottle of Blanket Safe because I know how hard it is to get a horse blanket clean!
Laura has a tremendous opportunity to sell with education.
Did you know:
- Conventional laundry detergent can shorten the life of your horse blanket and irritate your horse?
- Hosing off your horse blanket is not an acceptable cleaning method?
- After your horse wiggles out of their blanket, drags it through a mud puddle, poops on it, and stomps all over it blanket safe will make it look clean and new again?
The list above presents three ways to sell through education without having to sell at all. Laura can simply post about the dangers of using conventional laundry detergent and ask her audience if they were aware of them. There is no selling involved with that. She didn’t say “buy blanket safe now” she didn’t say, “$5.00 off if you buy in the next 5 minutes!!!” She just said, “Hey did you know that you might have a problem and you didn’t even know it?”
After the audience is educated the magic happens. Laura simply started a conversation. Now her target audience will be curious to see if she has a solution to the problem she presented. They will either follow her or go to her profile to take a closer look. There they will find her Blanket Safe horse wash. Her new followers may buy immediately, they may purchase next season when they need to wash their blankets, but they feel safe, they are not annoyed, and they will stick around to learn more.
Do you need help creating educational content for your business? Creating educational content is my JAM. Schedule a 10-minute meeting
with me. I would love to help you get started.