People Trust Those Who Educate
As a professional services business, our marketing collateral traditionally focused on telling prospects what we did and how working with us would benefit them. Although this approach enjoyed some success, it only marginally differentiated us. At the end of the day, prospects basically did not care about our story.
A few years ago when the economy became challenging for many businesses, we recalibrated our brand story and refocused our marketing efforts. We now strive to be the educator, offering business insight and market education that brings superior value to our clients. Our educational efforts recognize the new way our clients think, the new challenges they face, and the new way they behave. The education-based approach to marketing positions us as the industry experts. It keeps the prospects attention long enough so they can better understand us and feel confident retaining our services. People trust those who educate.