General

Teaching versus selling: Example.

The previous post, Teaching: New Internet Strategy for MLM? was maybe too hazy. Commenter Tom says he’s “having a difficult time wrapping my mind around this concept.”

Here’s an example of something we’re doing in our tiny start up company to be more teachers than sellers. (If you feel like this is an ad because I am part owner, stop reading. If you feel like you’re being let in on a new, new-school company secret, read on.)

We market a little whole food multi. One reason it was created is because the company nutritionist believes – along with many doctors – that synthetic vitamins are mostly wasted in human bodies. Whole food source, she believes, is absorbed and used better.

Based on her 20 years’ experience and the massive research available, that is what the company created and now markets. This is a point of view. It’s ours. For any point of view, there will be another. This is our world view.

So one thing we want to do is reach people who take vitamins. Because 1)most vitamins on the market are synthetic, 2) most people don’t know that, and 3) some folks, if they realize this, will change their product. We hope some of those will buy ours.

We’re not the only whole food multi available. We know our educational piece might lead to a sale of a competing product. But the education part is what we do to get our position out. Through that, we will earn some customers who care about synthetic versus whole food based vitamins, too.

Here’s one educational piece we use (warning: goes to a link that’s part of our little start up):

What’s wrong with Synthetic Supplements?

Notice the piece itself does not promote a product. If a reader goes, oh wow, I agree with that! they often go read the label on their current vitamin. That’s when we hope to hear from them. But of course we can’t hold our breath, so we keep putting it out there…

About the author

Kim Klaver

9 Comments

  • You can also do this with the business end. For example, I teach people how to brand themselves on the internet, how to generate their own leads, and other things.

    I mainly do this because it’s what I love to do and I love to teach, however, in the course of this, some do ask what I do and end up joining my company.

    Roxanne

  • I like the “education” aspect. Give people knowledge (not hype or techo-babble) and let them decide if it is something for them. Excellent!

    P.S. The example made perfect sense to me – thanks for using your personal experience with us.

  • Hey Kim!

    The POPS look GREAT! Seems to be a similar product to J+ that I know you helped launch back in the day. These look far better though!

    Will this be a MLM? If so, I’m interested!

    ~Alethea

  • Aletha:

    Email me: kimklaver[at]mac[dot]com
    at=@ and dot=. OK? My email is also on the left side, lower down, on this blog.

  • Kim

    I agree with you, educational marketing is building trust, in my opnion. I put myself in the customer shoes, If you don’t have information on your site, where I can learn, I would not trust what you are offering as much as a site that does.

    Give first, build trust and you more likely to have a new customer.

    L. Shields
    http://www.simplesitebuilding.com

  • I totally agree, and have been doing exactly that. My special subject is keeping kids with ADHD off drugs. But it is a lot of hard work.

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