A guest article on Industry Today

I recently wrote an article for the manufacturing journal Industry Today titled “Marketing by Teaching (Instead of Preaching).”

Here are few key takeaways:

  • People care about themselves, their businesses and their problems. When you lecture prospects about your amazing solutions, unmatched customer service and how much better you are than your competitors, they’re not listening.
  • So put them at the forefront of your marketing strategy. Earning the trust of your prospects comes before earning their attention.
  • Your prospects often need guidance through the buying process. By arming them with genuinely helpful resources (question-answering articles, problem-solving white papers, case studies that demonstrate real-life success stories and tools that help them evaluate what they need), you’ll earn their trust and attention naturally. Trust leads to real, human-to-human conversations. And real conversations lead to sales.

Click here to read the full article on Industry Today.