Is your marketing based on selling or providing information?

Of the many ways to get your word out about a product or service you are promoting, information-based marketing will remain tops over all other methods. This type of marketing is in a sense, timeless. Providing good information to your readers and potential customers is something that worked 20 years ago, is working today, and will continue to work in the future.

People browsing the internet looking for information on a certain product or service have become accustomed and turned off by much of the slick sales pages and marketing practices you find all over the internet today. By using good information-based marketing practices you are helping people to make an informed decision about what they are looking for.

You are in reality providing a service to the potential customer and branding yourself as someone knowledgeable about the product or service. People do remember where and who provided the information they are looking for which will help you build relationships and trust.

We've talk about information-based marketing but what exactly is it. As an example lets say you are looking to purchase a home air purifier and have narrowed your choices between two brand name makers of these products. Look at these two examples.

• Company A. Our purifiers are made with the quality of parts and workmanship that meet or exceed all industry standards. You will receive your purifier in tamper proof packaging guaranteed free of all defects.
• Company B. When you receive your purifier simple choose your desired location, plug it in, turn it on and your purifier is working instantly to give you clean pure air. Our purifiers run quieter, take up less space, and are more energy efficient than our closest competitor.

With Company A we've really learned nothing about their product. We've already determined they should be of good quality due to their well known brand name, and I certainly don't expect to receive a defective unit.

With Company B we've already learned what to do with the product when we get it, but also several benefits we will receive by purchasing their product. It gives the reader more reason to buy that product and the knowledge of why they should.

Who would you be more likely to buy from?

There are times when there is a fine line between wanting something and actually needing something. With good information-based marketing you can provide the reader the information they are seeking which will help them justify their purchase. People buy things for different reasons but the more they feel justified in making that purchase the better they will feel about that purchase.

With information-based marketing your goal is to develop a relationship with the reader and potential customer. They are looking for information on a certain product or service, not some hyped up sales pitch. By providing good quality information on your product or service you are giving the reader a reason on why they should consider your offer and good justification on making a purchase from you.

Understanding the difference in selling and providing information to the reader can make a big difference in your marketing efforts. With information-based marketing you are more like a consultant or problem solver than a sales agent. You are giving the reader a solution to their problem or needs, which in turn will convert into more sales for your marketing efforts.