Education-based upstream marketing shapes buyer thinking
Start marketing much earlier than you think you should — find people who are 30 days, 90 days, six months, or even a year away from being ready to buy. Meet them so far upstream they don't even know they'll eventually become your customer. Use stair-step marketing to break big commitments into small ones: click a link, watch a video, join an email list, then a small purchase, then a major one. Teach prospects what they don't know they don't know — the right questions to ask, expensive mistakes to avoid, how to evaluate good decisions in your category. By educating customers early in their journey, you shape how they think about your entire marketplace, not just individual buying decisions. This positions you as the trusted authority, not just another vendor.
Relevant Clips6
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Stair-Step Marketing Breaks Big Commitments into Small Steps
Use stair-step marketing to break big commitments into small, manageable steps. Start with tiny commitments like clicking a link or watching a video, then gradually build up to larger commitments like joining your email list, then purchasing low-cost products, before asking for major purchases.
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Shape How Customers Think About Your Entire Industry
By meeting customers early in their journey and educating them throughout, you can shape how they think about your entire marketplace and product category, not just individual buying decisions. This positions you to influence their entire perspective on your industry.
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Teach What Prospects Don't Know They Don't Know
Focus on education rather than selling. Teach prospects what they don't know they don't know - the right questions to ask, expensive mistakes to avoid, and how to make good decisions. This positions you as a trusted advisor rather than just another vendor.
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Customer Lifecycle Marketing Meets Buyers at Any Stage
Use customer lifecycle marketing by recognizing that people go through predictable stages. Create a process that customers can join at any stage of their journey, making it feel personal and valuable to each person regardless of where they start.
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Start Marketing 30 to 365 Days Upstream of the Sale
Start marketing much earlier than you think - find people who are 30 days, 90 days, 6 months, or even a year away from being ready to buy. Meet them so far upstream that they don't even know they'll eventually become your customer.
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Lead with Education Before Pitching Your Core Service
Lead with education and value before discussing your core service. Show clients how you can help with their bigger picture goals and create ongoing relationships with regular check-ins rather than one-time transactions.