In Mark Quinn’s article Teach Customers Why They Need A Product Before Trying To Sell It To Them he says:
“When businesses blindly assume that their prospects already have the information they need and are simply making a choice between brands, they shift from a learning-focused mindset to a competitive one. The smart consumer will opt to buy from the company that’s educated him on the issue and presented him with multiple solutions. That company’s selflessness has built trust — and its ability to teach him has bought his loyalty in the future.”
That got me thinking. We’re all consumers and we’re all pretty smart but we’re more than that. We’re savvy and informed and connected too. And we’ve found ourselves in a digital landscape dominated by inbound techniques that have reduced us to a persona that is told things based on its digital footprint. Inbound Marketing practitioners have flooded the internet with content designed to educate consumers in an effort to move them through a funnel ending with a purchase.
Elaboration isn’t Education