To win customers, stop selling and start educating

06/29/2010 | Bloomberg Businessweek

The best marketing goes beyond simply selling products, writes John Tozzi, and instead educates customers about needs they barely knew they had. Consider the organic food sector: by educating customers about the benefits of healthy eating, organic producers have created a deep-seated, self-interested loyalty that's far more powerful than mere brand awareness. "Education is about teaching people something that benefits them -- and also turns them into potential customers," Tozzi writes.

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