You’ve heard the phrase, “knowledge is power.” That’s true, but knowledge can also be product.
An event planner, for example, might enjoy a thriving practice helping dozens of clients host successful parties. By publishing an e-book on how to plan a great event, though, that planner could reach thousands of customers, increasing revenue exponentially.
Sharing your knowledge in new and different ways—whether that’s as an e-book, workshop or smartphone app—can solidify your expert status, open new markets and revenue streams, and enhance your relationship with customers.
Becoming an Educator
Start by mapping out who your customer is and what they need to know. Offer content that educates customers about your products, services or industry. A software company could offer online training modules on how to get the most out of its products.
The key word here is educates. This is not content for a brochure or sales page, but content that raises the level of knowledge, understanding and skill-set of your customer. Ask yourself these questions:
- What do we do that we could teach our customers to do for themselves? An accountant might teach classes on reading financial statements or performing basic bookkeeping.
- What do customers need to know that would enhance their use of our current products or services?
- What do customers need to know that would enhance their lives, and is related to our industry?
Whatever you create should be information-rich. Your customer should come away having learned something that is (a) something they couldn’t just as easily Googled or (b) the summation of many parts that perhaps they could have gathered, but you did the legwork for them or (c) something they can only get from you because you are the absolute expert. You want to become their go-to resource for not only your product, but your industry.
Choosing the Medium for Your Message
Thanks to a myriad of new technologies, sharing your expertise is easier now than ever before. Choosing the best modality is dependent on a number of variables, such as:
- Who is your audience and where are they located?
- How do they connect with you currently? Do you have an in-person or online connection, or both?
- What is the best way to learn what you’re teaching? Know that most adults learn through a blend of kinetic, aural and visual experiences.
- How much time, effort and expense are you willing to invest? A high-quality video, for example, will probably require the services of a production company.
- Is this offering a one-shot deal or something you want to make available ongoing, or expand as part of a series?
Often, you may provide the same content in many formats. For example, you could present an in-person, four-hour seminar—that can also be purchased on your website as a downloadable workbook and MP3s.
Get creative, and think outside the norm of the products and services you offer. You can share your expertise, expand your customers’ knowledge, solidify your status as a go-to resource and boost your bottom line all at the same time.