The most effective marketing practices for consultants

There are really only two broad categories of marketing: sales-based marketing, in which you take on the role of a salesperson and deliver a sales message, or education-based marketing, in which you take on the role of an expert or thought-leader, and educate prospects about their problems.

Sales-based marketing is built around a sales message or sales pitch. This pitch is delivered using methods that reach out to prospective customers, such as telephone selling, direct mail and door-to-door sales. Marketing experts like Seth Godin and Donny Deutsch call these kinds of activities “interruption-based marketing,” because they interrupt people. They also talk about how the market is becoming way too savvy and inundated with such interruptions, and the effectiveness of them is decreasing rapidly. Simply put, interruption-based marketing is DEAD! Don’t bother. Don’t do it.

In this episode we will explore:

• What is education-based marketing
• Best practices in making it work
• The golden rules of education-based marketing
• Introduction to the 16 marketing vehicles that work