FAQ: "What Are The Benefits Of Education-Based Results-Oriented Direct Response Marketing?"

S Selling complex, high-ticket solutions to sophisticated buyers is drastically different from selling commodities to the uneducated masses. And let's stop here for a moment to avoid any misunderstanding...

By "uneducated" I mean that people who buy commodity items don't have subject matter expertise in the items they buy. You don't need to be a licensed pharmacist to buy some painkillers. You don't need to be an engineer to buy an iPod. You don't need to have a Ph.D. in food sciences to buy some pork chops.

But when you sell complex, high-ticket solutions, rest assured there are several subject matter experts on the buyer's side to aid her decision-making. Through your education-based direct marketing efforts, the buyer subconsciously positions you as one of her trusted and credible advisors.

But let's see some of the benefits of education-based direct response marketing...

• It positions you as a sought-after industrial authority with valuable information to share, as opposed to just another replaceable vendor with some pathetic peddlers roaming the land and putting up canned dog-and-pony show sales presentations. It increases the credibility, trust and respect that your target market grants you.


• It dramatically differentiates you from your competitors, especially from the bottom feeders who try to infiltrate the market with low prices and then using bait and switch tricks to earn a buck.


• It allows you to set the buying criteria in your prospects minds right from the beginning of the buying cycle. It overcomes price objections and protects your turf from the uninvited intrusion of lower priced, less qualified competitors.


• It increases response rate to all of your communication with your target market, so you can be very selective when it comes to filling up your business with paying clients.


• It injects a great amount of effectiveness into your client acquisition process by allowing you to "can and clone" your sales presentation and automate its delivery. It means you can have a tiny business development team that can effectively interact with a huge market.


• It speaks in boardroom English to offer business solutions, as opposed to server room English offering technical solutions. It means key decision-makers find your information worth reading and actually understand your message, so they can act on it as their situations require.


• Buyers pass it around among their peers, so your name starts circulating on their desks and percolating in their minds. And when meeting you As a value provider, you're treated differently from vendors who are pushing forward using their canned sales pitches.


• It connects you with educated buyers who become the highest quality clients. Yes, they have high expectations, but they respect the project's scope, pay your full fees on time and work with you shoulder-to-shoulder to make things happen.


• It's the best viral material you can create, bar none. It creates both streams of new clients and brand awareness.


• It effortlessly fills the gap between first contact and signed contract with the type of materials that buyers look forward to receiving, enjoy reading and glad to circulate among their peers.

There may be even more benefits, but I reckon even these few can help you see that what this kind of marketing can help you to achieve is something image marketing doesn't have a snowball's chance in hell to achieve. Remember, sophisticated buyers want to learn about their upcoming purchases, but they don't have time and patience for the hype and gimmicks that image marketing campaigns are infested with.

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