Educating Not Selling Is the Way Forward for Marketers, Find the Edge Founder Says

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Kenny Goodman says individuals are so desensitised to advertising that a long-term, nurturing approach to sales is required, in a Find the Edge article published today.

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It’s estimated that the average person in the Western World is exposed to about 3,000 marketing messages every day

Marketers should forget the hard sell and focus on educating their audience so they understand their product or service and naturally come to realise how it could benefit them, according to Find the Edge's Kenny Goodman.

The founder of the business website uses a new post to explain why slowly nurturing sales is now the best tactic.

He said: "It’s estimated that the average person in the Western World is exposed to about 3,000 marketing messages every day.

"Everyone – from the CEO of a multinational corporation through to a teenager chatting on the internet – has been forced to develop a natural ability to filter out the various sales propositions, adverts and pitches they receive on a daily basis.

"This means the traditional selling methods are losing traction fast and are far less effective than they used to be."

Goodman provides four ways for marketers to educate their audience members, including establishing themselves as an expert, creating buyer personas, and ushering their audience through a sales funnel.

He also recommends learning from the way Apple applies the ideas behind educating users.

He said: "Apple stores have a variety of products available that visitors can try, and employees are constantly circling to educate the potential buyers about how the tech on display works.

"There’s no pushing here – users are simply educated about the products and how they could improve their lives. The shops are there to let users test drive the products as much as they are to create immediate sales.

"50,000 people visit the ‘Genius Bars’ each day, and a recent study found that 60% of those who used them said they were likely to purchase another Apple product as a result."

The article can be viewed in full here:

Kenny Goodman created Find the Edge as a website for businesspeople to share their specialist knowledge on.

He has assembled a panel of experts from a variety of fields to contribute to the site on a regular basis. More about him can be found here:

Applications to become an expert panellist are still being accepted. More information can be found here:

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Kenny Goodman
Find the Edge
07540 368 439 0161 713 2506
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