Be a teacher instead

Good news! You don’t have to be a marketer to market your services. You can be a teacher instead.

You are a subject matter expert. Trained. Skilled. Competent. Experienced. No need to be too modest about that 😅

Now, let’s put all that knowledge, expertise and experience to work in your marketing.

There’s this concept which marketers like to call the buyer journey. It consists of 3 different phases that your clients go through before they become your clients: awareness, consideration and decision.

During the awareness phase, you educate potential clients on the challenge or opportunity in front of them.

Your potential clients probably feel some pain somewhere in their organization. However, they can’t really pinpoint the cause. That’s where you come in. Leveraging your understanding of where the market is headed. And providing insights based on your experience with similar organizations or industries. 

During the consideration phase, you educate potential clients on your solution to their challenge.

Your potential clients now see the challenge in front of them. A challenge that brings with it numerous smaller challenges: obstacles. Show how your services help people overcome these obstacles. And thus make it easier for them to actually resolve their challenge or seize the opportunity in front of them.

During the decision phase, you educate potential clients on why you are best suited to resolve their challenges with your services. 

Your potential clients now see their challenge. And your solution. You’ve probably built a relationship and trust with some people at your potential client. Help them sell your service internally. Teach the teacher. Provide them with all the success cases and facts & figures they need to convince everyone in the DMU (decision making unit) to work with you.

So, instead of a marketer, be a teacher.

Hope this helps!

Thank you for reading Nudge #005, sent to busy subject matter experts on September 5, 2023.