Education-based marketing – or EBM – is the basis for all of our marketing efforts at MFA, and the core of everything I teach my coaching clients. It’s what will put cash in your pocket (and in your bank account!). Below is a transcript of part of a coaching call I did with these high-level action-takers, about EBM.
…What allows you to do a lot of marketing? If you have been around MFA for any length of time you have heard me say it repeatedly: you need to be prolific with your marketing. This means that you need to continually craft new offers to put out in front of your market.
We are not talking about having an average business, or an average cash flow, or an average income from your business. I am talking about having an extraordinary business that kicks out an extraordinary amount of cash, and that gives you an extraordinary lifestyle.
For this to be your reality, you have to be prolific when it comes to marketing, like the most successful companies in the direct response world.
Still struggling to create your first winning 6-figure sales funnel?
Watch this FREE 4-part video masterclass that walks you through creating your very own automated sales funnel, which cranks out 6 figures with EASE!
You need to be continually asking yourself, What’s next? What’s the next thing I’m going to put out in front of my customers that is going to be valuable to them, that they need, that they want, that will help them in their journey? What is the next offer I’m going to put out into the marketplace to see what prospects respond to?
The best way to be able to put out more offers
The way you are able to be prolific, especially with your customer base – which is the golden segment of your business – the way you are able to continually, routinely, and constantly put out new offers in front of them, is when your marketing is inherently valuable; when there is value in the marketing itself. You can be prolific in making more offers when people go through your marketing and it’s not a complete waste of time for them if they don’t respond.
There is tons of marketing out there. There are tons of VSLs out there on the ‘net that are just pure claims, and hype, and they have emotional appeal, but they have a zero value whatsoever.
Eventually, when your prospects get exposed to more and more of these types of messages, they becomes less and less responsive.
But when you are putting out valuable EBM content – which is module 3 in this coaching program – you are able to be prolific because there is value even in the marketing itself.
For example, that is one thing that Gary Bencivenga constantly hammered home: the idea that individuals found his marketing content so valuable, when they received his marketing pieces, they would hold on to them for reference later on. Not for marketing and sales ideas, but for the content in the actual piece, in the promotion.
It’s all about EBM
Marketing like that all goes back to EBM.
EBM is what presents the perfect message. EBM is what provides your prospects with all of the information they need in order to establish the belief you need them to have before you present your offer. And EBM is what delivers the value…
There is a big difference between trying to sell something all the time, and marketing. You can’t allow yourself to get caught up in the confusion between the two. Don’t bring them under one umbrella.
We are marketers, not simply sales people. And it all goes back to the environment that we are operating in… [Editor’s addition: That is, prospects are so inundated with low-value marketing messages that they become skeptical. You need to get them to trust you enough to believe in your message. That only happens when you provide real value through education-based marketing.]
It’s your turn! Please share below how YOU educate your prospects and build their belief that your product or service is the ONLY way they will be able to solve their problem.
