Kathy Sierra writes a very interesting piece about creating passionate users through teaching. Marketing is about convincing people that your product or service will add value to them. The problem is that all your competitors are trying to do the same.
To capture your customer: You can out-spend or out-teach. Kathy explains that effective marketing is like teaching – you need to help your customers get to a point where they understand how their need and your solution fit together – and that’s what a sale occurs.
I like the concept of the “markets-are-classrooms notion” – and I really like Kathy’s approach.
I’m going to have to spend a bit more time thinking about how I can use some of Kathy’s ideas – I am regularly told that I come across as a very passionate person when I present a class or seminar or even just at a meeting. What I need to work on is how to make that passion contagious so that other people feel as compelled as I do about the products and services I sell.