3 Reasons to Use Information-First Marketing
On this episode of 3 in 3, I'm going to share three reasons why I think you should be using information-first advertising and marketing, so get ready for 3 in 3!
Information-first marketing is a time-tested strategy which uses helpful information, typically in the form of a tip sheet, report, book, DVD, or information kit to enable a prospect to make an informed buying decision which ultimately leads back to the provider of the information as THE RIGHT CHOICE to buy from.
During my study of this topic, I found examples of information-first marketing dating back as far as 1903 when the Ostermoor Mattress Company offered a free book, The Test of Time, for people interested in learning more about their products.
Fast forward 43 years and Charles Atlas offered a free book to wanna-be “He-Men” on “Everlasting Health and Strength.”
Even today, smart marketers know the power of information-first marketing to help consumers navigate the buying process.
There are many different types of information-first marketing tools, which you can use both offline and online, including:
- Tip sheets
- Special reports
- Case studies
- Buying guides
- Books
- Information kits
- Idea kits
- Helpful videos and demonstrations
- Preview events, Discovery Days, etc.
And there are several reasons why I believe information-first marketing can be so powerful for you, including:
- To help before you sell (it’s how you would sell if you were selling to your mother or grandmother)
- Allows you to rise above your competition
- Time commitment precedes financial commitment
- Excellent lead generation device
- Minimizes the fear of buying
- Powerful referral and pass-along tools
- Informed prospects are typically better customers
- But today I want to give you my three top reasons.
Information-first marketing enables you to help before you sell. What if your own grandmother came to you and asked you for advice on whatever products or services you provide. However, you would answer and guide her, is what you want to do with your information-first strategy.
Chances are your competition is not using an information-first strategy, and by developing your own book or information kit, you can rise above them and become the #1 choice in your community for what it is you sell.
And finally, for many types of high-end or complicated products and services, the more time you can get a prospect to invest with you before the sale, the higher your chance for closing the sale.
My High Impact Marketing Challenge to you, if you’re not using an information-first marketing strategy, is to invest some time and consider how you can start.
So that wraps up this episode of 3 in 3 with Mike Capuzzi and I hope you found this episode thought-provoking and you really invest in some time to see if you can leverage information-first marketing.