I won’t believe what you’ll “market” to me.
I won’t believe what your other clients say about you in their video testimonials that I see on your website.
But I will believe if my close friend recommends you.
I will believe if I “tell” myself that you’re great.
How would you let my friend recommend your product? How would you let me believe that you’re great?
Friendship is based on trust. No trust = no friendship.
Why should I trust you? Why should I believe that you do not have any wasted interest in “educating” me about a subject around your product?
In connection economy, every smart business would educate the mass about how their product is great at solving problems. Nothing hip about it.
The thing called “education” loses its impact if it is done with a bias. Education is not a sales technique but still we do that. Consider the following:
- 21 SureFire Ways to Bring Your WebSite on Top – Guaranteed!
- Why You Should Hire a Full Time PHP Developer in India for Your Next Web App Project?
- If You Are Not Using XYZ App, Then You Are Not Using Mobile (Really!)
- Why ABC Political Party is Clean and How Other Party is Ruining the Country … ?
I’m sure you would have read hundreds of such headlines … in blogs, in videos, in almost every imaginable media out there.
Education has to be neutral. It cannot be biased and recommend your own product inside body of the content. If it does, people get it. And they don’t believe in what you say.
If you want to educate people, educate without any wasted interest. Educate them because you want share what you know. Educate them because they need to get what you know. Educate them because they want to listen to what you have to say.
That builds the trust and people will give you permission to sell your products, service and ideas. To them, with a positive bias. Not easy to earn.
Easier said than done!