The Marketing Tip of The Week

by Ken Varga
Website: | Issue No. 07-3-18


Giving Customers A Quick Education

Can Really Make Your Cash Register Ring. Here's How...



Hi again, and welcome to this week’s Marketing Tip of the Week.

Increasing the perceived value of your product, from your customer’s viewpoint, is one of the most valuable concepts any business can implement.

This week, I’m going to write and show you ways to increase the perceived value of your product through better customer education.

It’s so obvious, that it’s amazing to me, that more companies don’t utilize it.

All you have to do is recognize that the more your customers understand and appreciate why and how a product or service can benefit, improve, or protect their life or their business, the more they desire it.

But here is the most remarkable part about this simple education process…your customers become more closely connected to the person who educates them to this fact. And that person should be you.

Do you remember in a previous week’s tip, I went over Unique Selling Propositions?

Well this process is nothing more than an elaboration of your USP.

Whatever business or profession you’re in, I guarantee you one thing…your customers haven’t begun to understand your business the way you understand it.

They don’t know how it benefits them. They don’t understand all the implications. They don’t understand all the opportunities. They don’t understand all the ways to avoid problems. They don’t understand all the opportunities available to them to multiply the benefits they are already receiving from using your product.

You have an opportunity and also an obligation to educate and inform your customers at a far deeper and higher level than anyone else does.


Because the more people understand something, the more comfortable they are with it, and the more desirous they are of having it and using it.

Take a look at your competitors. Do some research?
Find out what they don’t do.

I will guarantee you that most of them don’t educate and inform their customers about the many benefits of the products they are buying, and how those products can help them accomplish the reason why they bought that product in the first place.

I’m a very good example of this.

Up to the time, my friend and V.P. of Marketing, Dalton James came aboard, I knew the very basics, and I do mean the very basics of a computer.

All I ever did, was know how to turn it on, go to the section I wanted to write in, then write, then save, etc.

Dalton educated me about the many things I could do with the computer I had.

And the more Dalton educated me, the more I enjoyed the computer

Before that, it was a scary thing to me.

Education is your greatest ally.

You see, customers mostly buy a product because they have a need for it. But if you educate them about the many other benefits of that product, and about how much more they will enjoy that product, then you have really built up their perception of your product or service.

Well, that’s it for this week.

Next week, I’m going to go over some examples of how you can utilize this concept in your own business.

See you next week.

Till then, keep healthy and wise.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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Copyright 2000-2006 by Kenneth J. Varga. All rights reserved.