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Cut the Sales Pitch: Empowering Buyers Through Educational Content

August 24, 2018 // By: Mackenzie Wiltrout

Living in the computer age doesn’t just mean that the average person is constantly engaging with screens and AI-powered tech—it also means that the average person is constantly learning. And, you can bet that they’re learning a thing or two about how to smartly consume products.

Knowing all this, you might be starting to arrive at the conclusion that some of the traditional methods of selling just aren’t going to cut it anymore.

Instead of driving your sales pitch, try driving consumers to your brand by feeding them the information they deserve. You’d be surprised just how powerful the educational approach can be!

Allow the Buyer to Feel Powerful

Does anybody really like to be told what to do? Not typically. Humans are hard-wired to thrive on a sense of freedom. And education gives them just that.

In the traditional sales method, you’ll reach out to the customer, tell them why your brand is the brand, and implore them to give you their business. It isn’t exactly telling them what to do, but it is suggesting how they should think or feel. And, in the Information Age—the age of online reviews and social sharing—some might consider that a personal affront.

The consumer wants to be free to choose and to draw their own conclusions about a brand. Ideally, they’re going to go online to do their research about a product and come to you on their own.

Educational content will give them the tools to do just that.

Give Them the Facts

So, you can’t tell anybody what to do, or how to think. However, you can show them how things look from your position.

In your field, you may be an expert. You know all the answers about a product, but that means you should also know all the common questions. In which case, you should create content that preempts the consumer’s line of questioning and gives them clear, detailed answers.

You can use blog articles or YouTube videos. You can even post long, detailed threads on Twitter to educate the consumer in bite-sized, 140-character answers.

If you cut out the sales pitch and eliminate the fluff, Google will work to your advantage. The search engine will know you’re here just to educate and empower, and so will the consumer.

Pretty soon, the traffic will start to naturally flow in.

Education Builds Trust

Relationships that are based on a mutual interest and sharing of knowledge are bound to foster more strength and trust than relationships that are based on one party trying to gain something from the other. This is true in both our personal and our professional lives.

Just put yourself in the buyer’s shoes here. You didn’t come charging at them with the sales pitch. There was no aggression at the get-go. You simply had information to share, and you cast it out for people like them to benefit from.

By allowing the consumer to seek out their own information and make their own decisions, you were sending one very clear message: I trust you to make the right choice.

What can be more empowering than trust, even in business relations?

Give Your Customers the Content They Need

If you’re unsure of how to differentiate between a sales pitch and a piece of educational content, just consider this:

A sales pitch is developed to serve your personal goals. Educational content, on the other hand, is developed to serve the goals of the consumer.

If you’re ready to start driving traffic, stop thinking about your needs, and start thinking about the consumer’s wants, get in touch with the team at Stream Companies to learn more about the ways in which educational content can grow your brand!


Topics: Website Traffic, Educational Content, Trustworthiness