In the A-Z of Marketing, K is for … Knowledge 

I wrote in this blog a couple of weeks ago about how sharing your expertise is a great way to promote your business and grow your reputation. When I reached K in the A-Z of Marketing, I decided to expand on this further, by writing more about the importance of Knowledge and how you can use it in your marketing.

Effective marketing is not about selling your services or about telling people what makes you so great. Successful marketing is about sharing your knowledge. 

Why does sharing your knowledge help?

Become an expert. When you specialise in what you do, you can use your marketing to demonstrate your specialist knowledge and establish your reputation as an expert in your field, by publishing regular newsletters and blogs. Experts are held in higher regard, are more in demand and can usually charge more.

Go into detail. Don’t assume that everyone else knows how to do what you do. Treat people as if they don’t know much about your industry and you can explain the details that you might normally skip over. This will establish your reputation and people who really know ‘nothing’ will be grateful that you take the time to explain things. This applies to anything you write, what you say at networking meetings, and talks and presentations that you give. Just make sure you don’t sound patronising, as this will undo all your hard work!

Give it away. The more help and advice that you give away for free, the more people will come to you when they are ready to pay for your time and expertise. Closely guard all your knowledge and your potential clients will see you as someone who is not happy to share and as someone they do not want to do business with.

Share your knowledge and your ideas with your prospects and you will be able to build your reputation, as well as a loyal army of clients.