{"id":549,"date":"2009-09-21T00:49:51","date_gmt":"2009-09-21T05:49:51","guid":{"rendered":"https:\/\/matthewchan.com\/?p=549"},"modified":"2009-09-21T00:49:51","modified_gmt":"2009-09-21T05:49:51","slug":"educational-marketing","status":"publish","type":"post","link":"https:\/\/matthewchan.com\/?p=549","title":{"rendered":"Introduction to Educational Marketing"},"content":{"rendered":"

This was first published on The TurnKey Publishing Blog<\/a><\/strong>.<\/p>\n

===<\/p>\n

As the names implies, educational marketing<\/strong> is a specific type of marketing where you engage potential customers and clients through education and consultation.\u00a0 It is about taking a leadership but also an expert, instructional, and training role in engaging customers and clients.<\/p>\n

Done well, it is a collaborative well and there is goodwill on both parties.\u00a0 Done poorly, customers and clients feel that the power of knowledge and expertise is being used against them as an unfair advantage leaving them feeling dissatisfied from the experience.<\/p>\n

Educational marketing<\/strong> is often used in large businesses where a high degree of technical understanding is part of the customer-buying process.\u00a0 The computer hardware, computer software, Internet, medical, and pharmaceutical industry are large-scale examples of businesses that engage in educational marketing efforts.\u00a0 Even late-night infomercials engage in educational marketing when they demonstrate how to use new, innovative products.<\/p>\n

In smaller businesses, doctors, attorneys, accountants, electricians, plumbers, and auto mechanics also actively engage in a form of educational marketing.\u00a0 They have to educate their customers and clients as they market and sell to them.\u00a0 Done well, everyone is happy.\u00a0 Done poorly, it becomes a distasteful experience especially for the customer and client.<\/p>\n

Educational marketing is quite pervasive in many businesses even though business owners and managers do not necessarily use the term educational marketing.\u00a0 They simply know they have to teach their potential customers and clients.<\/p>\n

In this article, I focus on discussing educational marketing as it relates to consultants, entrepreneurs, CEOs, and other high-achieving business professionals.\u00a0 Doctors, attorneys, accountants, small business owners, and entrepreneurs all fall into the group of people I focused on and work with.<\/p>\n

These are people who often represent the human face of businesses they own or work for.\u00a0 How they perform as individuals is a direct reflection of their business.\u00a0 The individual-company relationship cannot easily be separated with the business.<\/p>\n

Fundamentally, there are four basic ways potential customers and clients learn during the educational marketing process.\u00a0 They can read, listen, see, or do.\u00a0 They can read text information such as books, brochures, newspapers, ads, and other media.\u00a0 They can listen to a live or recorded audio program such as a speech, training, or presentation.\u00a0 They can see (watch) a video (such as instructional tapes, videos, and DVDs) or a live demonstration through a class, workshop, or seminar.\u00a0 Or they can practice on or work with the product itself such as product and software trial periods.<\/p>\n

I believe powerful educational marketing tools include published books, audio programs, and videos.\u00a0 They are powerful because they are also the same tools used in credibility marketing.\u00a0 In fact, successful educational marketing efforts result in a dual benefit.\u00a0 Good educational marketing also translates to good credibility marketing. (You can read more about Credibility Marketing in another article I wrote.)<\/p>\n

Even in a seemingly irrelevant business such as leasing single-family homes, we have had great success with ongoing educational marketing efforts using our website. Everyday, we “teach\u00e2\u20ac\u009d our applicants through our website using text information and videos and our dedicated telephone information hotline through pre-recorded audios.\u00a0 We expend relatively little information on a personal level but we “teach\u00e2\u20ac\u009d our potential customers 24-hours a day, 7-days a week.<\/p>\n

We actively use publishing principles in the real estate side of our business.\u00a0 We don”t publish books per se for our potential customers but we do publish information on our web pages.\u00a0 We don”t publish formal audio programs for our potential customers but we do create audio recordings on our dedicated telephone information hotline.<\/p>\n

However, if I were to actually sell our homes for commissions as real estate brokers do, I would not hesitate to write and publish a book and audio program on the subject.\u00a0 They are great business calling cards, symbols of my expertise and credibility, and they would teach my potential clients what they need to know to buy, negotiate, inspect, and finance a home.<\/p>\n

I am an advocate of using published products as part of any educational marketing strategy.<\/strong> Even if books don”t get read, they command the highest respect out of all the media available including newspaper ads, brochures, radio, CDs, videos, and TV.\u00a0 This stems from the academic and scholarly symbolism we attach to books to this day.<\/p>\n

An author is often bestowed by the public with expert status<\/strong> on the subject they have written and published on. I often say, writing and publishing a book is like getting a GED for the college degree.<\/em><\/strong> Depending on the subject and quality of your book, it may be like you getting a Bachelor”s, Master”s or even a PhD degree.\u00a0 The difference is that it takes far less time, money, and effort to write a book than to earn an academic degree. Becoming an author is a worthwhile investment for any high-achieving business professional, entrepreneur, consultant, and CEO.<\/p>\n

Publishing a book or an audio program are excellent ways to engage in educational marketing.\u00a0 In addition to being great business symbols and calling cards, they help teach and spread your message. They empower your potential customers and clients with your expertise, knowledge, and wisdom.<\/p>\n

In closing, I am a huge advocate of Educational Marketing.\u00a0 Large or small business, you will have to educate your customers and clients about your business, product, and service before you can sell them.\u00a0 Educational marketing should be part of your overall marketing strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"

This was first published on The TurnKey Publishing Blog. === As the names implies, educational marketing is a specific type of marketing where you engage potential customers and clients through education and consultation.\u00a0 It is about taking a leadership but also an expert, instructional, and training role in engaging customers and clients. Done well, it […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[27,19,2],"tags":[],"class_list":["post-549","post","type-post","status-publish","format-standard","hentry","category-business-affairs","category-motivation-inspiration","category-publishing","has-post-title","has-post-date","has-post-category","has-post-tag","has-post-comment","has-post-author",""],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p927L-8R","jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"jetpack-related-posts":[{"id":530,"url":"https:\/\/matthewchan.com\/?p=530","url_meta":{"origin":549,"position":0},"title":"The Emergence of CEO Publishing","author":"Matthew Chan","date":"August 14, 2009","format":false,"excerpt":"This was first posted on The TurnKey Publishing Blog. === With the recent and tremendous growth of independent publishers, a newly emerging niche of independent publishing is CEO Publishing. CEO Publishing, as the name implies, is a specialized form of business publishing that is focused on CEOs. CEO has traditionally\u2026","rel":"","context":"In "Business Affairs"","block_context":{"text":"Business Affairs","link":"https:\/\/matthewchan.com\/?cat=27"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":533,"url":"https:\/\/matthewchan.com\/?p=533","url_meta":{"origin":549,"position":1},"title":"The Essentials of Credibility Marketing","author":"Matthew Chan","date":"September 20, 2009","format":false,"excerpt":"This was first published on The TurnKey Publishing Blog. === Despite what you might have heard, credibility marketing is about marketing your brand, company, mission, and yourself. Credibility marketing is not about directly promoting your products and services.\u00a0 And it is certainly not about the hard and quick sell.\u00a0 Credibility\u2026","rel":"","context":"In "Business Affairs"","block_context":{"text":"Business Affairs","link":"https:\/\/matthewchan.com\/?cat=27"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":967,"url":"https:\/\/matthewchan.com\/?p=967","url_meta":{"origin":549,"position":2},"title":"University of Phoenix: Faculty Written Interview Questions","author":"Matthew Chan","date":"February 1, 2012","format":false,"excerpt":"University of Phoenix requires a written interview to be completed after you submit your cover letter and resume. It is fairly lengthy but forces you to demonstrate your abilities to communicate in writing. You are judged on your responses, grammar, punctuation, and writing style. It was a challenging step in\u2026","rel":"","context":"In "University of Phoenix"","block_context":{"text":"University of Phoenix","link":"https:\/\/matthewchan.com\/?cat=58"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/matthewchan.com\/wp-content\/uploads\/2016\/10\/univ-of-phoenix.gif?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/matthewchan.com\/wp-content\/uploads\/2016\/10\/univ-of-phoenix.gif?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/matthewchan.com\/wp-content\/uploads\/2016\/10\/univ-of-phoenix.gif?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/matthewchan.com\/wp-content\/uploads\/2016\/10\/univ-of-phoenix.gif?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/matthewchan.com\/wp-content\/uploads\/2016\/10\/univ-of-phoenix.gif?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/matthewchan.com\/wp-content\/uploads\/2016\/10\/univ-of-phoenix.gif?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":275,"url":"https:\/\/matthewchan.com\/?p=275","url_meta":{"origin":549,"position":3},"title":"Customized Education and Modular Learning","author":"Matthew Chan","date":"January 20, 2008","format":false,"excerpt":"In my prior article, I wrote about my larger role and responsibilities as a Publisher for Ascend Beyond Publishing. I continue on that article by sharing the educational model I am employing in my publishing business. Many years ago, when I was a Technical Trainer and Technical Instructor of advanced\u2026","rel":"","context":"In "Audio Programs"","block_context":{"text":"Audio Programs","link":"https:\/\/matthewchan.com\/?cat=33"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":218,"url":"https:\/\/matthewchan.com\/?p=218","url_meta":{"origin":549,"position":4},"title":"“TurnKey Investor” Book Series at 2007 NAR Convention","author":"Matthew Chan","date":"November 18, 2007","format":false,"excerpt":"In an earlier post, I said that Matt Lombardi (Managing Director of Marketing & Sales) was going to do something \"extra special\" for me since he knew Wes and I was attending the 2007 NAR Convention. Matt placed and displayed 4 of the \"TurnKey Investor\" book titles in the Main\u2026","rel":"","context":"In "Conventions & Events"","block_context":{"text":"Conventions & Events","link":"https:\/\/matthewchan.com\/?cat=38"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":208,"url":"https:\/\/matthewchan.com\/?p=208","url_meta":{"origin":549,"position":5},"title":"All-new Seminar “Building a Real Estate Investment Portfolio in a Down Market”","author":"Matthew Chan","date":"November 12, 2007","format":false,"excerpt":"I will be presenting an all-new, hard-hitting evening seminar entitled, \"Building a Real Estate Investment Portfolio in a Down Market\" on December 5, 2007 in Colorado Springs.\u00a0 I will be inviting my book and audio program customers in the Colorado area to attend this seminar. This seminar will be used\u2026","rel":"","context":"In "Investors Roundtable"","block_context":{"text":"Investors Roundtable","link":"https:\/\/matthewchan.com\/?cat=29"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"builder_content":"","_links":{"self":[{"href":"https:\/\/matthewchan.com\/index.php?rest_route=\/wp\/v2\/posts\/549","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/matthewchan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/matthewchan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/matthewchan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/matthewchan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=549"}],"version-history":[{"count":0,"href":"https:\/\/matthewchan.com\/index.php?rest_route=\/wp\/v2\/posts\/549\/revisions"}],"wp:attachment":[{"href":"https:\/\/matthewchan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=549"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/matthewchan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=549"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/matthewchan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=549"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}