{"id":3538,"date":"2022-05-04T11:05:00","date_gmt":"2022-05-04T11:05:00","guid":{"rendered":"https:\/\/beedigital.marketing\/?p=3538"},"modified":"2022-09-09T14:44:18","modified_gmt":"2022-09-09T14:44:18","slug":"say-why-selling-the-why-is-more-important-than-the-what","status":"publish","type":"post","link":"http:\/\/beedigital.marketing\/say-why-selling-the-why-is-more-important-than-the-what\/","title":{"rendered":"Say why? Selling the \u2018why\u2019 is more important than the \u2018what\u2019"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3538\" class=\"elementor elementor-3538\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18f242d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"18f242d4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5dae2aa3\" data-id=\"5dae2aa3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ceb9512 elementor-widget elementor-widget-text-editor\" data-id=\"ceb9512\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p dir=\"ltr\"><span style=\"font-weight: bold;\">Teachers don\u2019t care about your product the way you do. The age old &#8216;features vs benefits&#8217; debate, when applied to marketing to schools, is extremely nuanced.<\/span><\/p><p dir=\"ltr\">Marketing and selling to teachers is complex, time consuming, and often has multiple stakeholders in the decision making process.<\/p><p dir=\"ltr\">Educators only care about one thing &#8211;\u00a0<span style=\"font-weight: bold;\">why you will make their life easier\u00a0and\u00a0make them feel better<\/span>.<\/p><p dir=\"ltr\">It&#8217;s easy to treat a teacher audience like a homogenous &#8220;blob&#8221; who only make rational decisions based on data and hard facts.<\/p><p dir=\"ltr\">But never forget:\u00a0<span style=\"font-weight: bold;\">teachers are\u00a0<del>people<\/del>\u00a0consumers too.<\/span><\/p><p>They have the same mix of biases, emotional triggers, and status concerns as the rest of us. And these elements influence their decisions as much as promises to raise pupil outcomes by X%.<\/p><h3 style=\"font-style: normal;\">People shop with their head, but buy with their heart.<\/h3><p dir=\"ltr\">Ultimately, we, as potential customers, ask ourselves two questions whenever we\u2019re thinking about buying something:<\/p><ul><li>&#8220;<span style=\"font-weight: bold;\">Why will this product make my life easier?<\/span>\u201d<\/li><li>\u201c<span style=\"font-weight: bold;\">Why will this product make me feel better about myself?<\/span>&#8220;<\/li><\/ul><p dir=\"ltr\">This even applies to necessities, like food and clothing.<\/p><p dir=\"ltr\">And, of course, textbooks, laptops, playground equipment, and so on.<\/p><p dir=\"ltr\">So how do you position your educational product to appeal to teachers as consumers?<\/p><p dir=\"ltr\">The key is to inspire them by selling the &#8216;why&#8217; instead of the \u2018what\u2019.<\/p><p dir=\"ltr\">This helps you to forge a stronger connection with teachers to convert them into loyal brand promoters &#8211; and increase your profits.<\/p><p dir=\"ltr\">The \u2018why\u2019 is important because it changes your customers\u2019 inner monologue to: \u201cOK, these people get me.\u00a0This is a good place to start&#8221;.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fda97ef elementor-widget elementor-widget-image\" data-id=\"fda97ef\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/checklist-and-target-1024x538.png\" class=\"attachment-large size-large wp-image-10798\" alt=\"a clipboard with a checklist attached in the background with a bullseye target in the foreground - Bee Digital Marketing\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/checklist-and-target-1024x538.png 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/checklist-and-target-300x158.png 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/checklist-and-target-768x403.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/checklist-and-target.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b25d97a elementor-widget elementor-widget-text-editor\" data-id=\"b25d97a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2>6 Inspirational ideas to inspire your teacher prospects<\/h2><h3 style=\"font-style: normal;\">Rethink your mission and vision statements<\/h3><p>Does your mission statement make it clear&#8230;<\/p><ol><li>Who you are<\/li><li>What you do<\/li><li>Why you do what you do<\/li><\/ol><p>Think about your vision statement too.\u00a0<a style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight ); line-height: var( --e-global-typography-text-line-height );\" href=\"https:\/\/www.atlassian.com\/work-management\/strategic-planning\/mission-and-vision\" target=\"_blank\" rel=\"noopener\">Your mission statement maps out the journey in your vision statement<\/a>.<\/p><p>Does it describe how you want to impact people\u2019s lives with your services and where you aspire to be in the world?<\/p><p>It shows you\u2019re thinking about the bigger picture &#8211; not just the present.<\/p><p>These statements will form an early connection with your customer and, if they can see that you follow your core values, they are more likely to share your beliefs and stay true to your brand.<\/p><h3 style=\"font-style: normal;\">Stop overselling your product<\/h3><p>If you go in with the hard sell (the \u2018what\u2019) then you\u2019re\u00a0<span style=\"font-weight: bold;\">overselling<\/span>\u00a0and risk alienating your target audience.<\/p><p>A soft sell is far more effective by positioning the \u2018why\u2019 at the core of your message.<\/p><p><span style=\"font-weight: bold;\">Great marketing is great storytelling<\/span>\u00a0so give what you\u2019re selling personality and context.\u00a0Write\u00a0<a style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight ); line-height: var( --e-global-typography-text-line-height );\" href=\"http:\/\/beedigital.marketing\/be-specific-with-12-types-of-content-to-engage-your-audience\/\">inspirational content<\/a>\u00a0from your customers\u2019 perspective &#8211; not yours.<\/p><h3 style=\"font-style: normal;\">Finding that one relevant reason<\/h3><p>Why should they buy from you and not your competitors?<\/p><p>What makes you so special?<\/p><p>Don&#8217;t kid yourself &#8211; every product has competition. Knowing this leads to panic. And that usually translates as seeking competitive advantage by increasing the number of features, or offering a discount, or slashing prices.<\/p><p>But these tactics won&#8217;t inspire anyone, at least not in the early stages of the buying cycle.<\/p><p>Stand out from the crowd with an inspiring idea at the heart of your message. What have other companies overlooked by choosing the hard sell\/feature list approach?<\/p><p>Consider how your services promote social responsibilities and wellbeing for your customer.<\/p><p>Your belief will attract like-minded people to buy your product and advocate your brand too.<\/p><h3 style=\"font-style: normal;\">Identify your customers\u2019 needs and challenges<\/h3><p>What is a big challenge for your customer right now?<\/p><p>Are you in touch with your customers\u2019 needs?<\/p><p>Have you thought about\u00a0<a style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight ); line-height: var( --e-global-typography-text-line-height );\" href=\"https:\/\/www.techtarget.com\/searchcustomerexperience\/definition\/social-media-listening\" target=\"_blank\" rel=\"noopener\">social listening<\/a>?<\/p><p>As well as setting Google alerts and checking the latest news, you can search social media sites (what are your followers, competitors&#8217; followers and influencers saying?), forums, community groups and blogs to find out what the conversation is.<\/p><p>Use this as research for your campaign message.<\/p><p>You can run your own survey which shows your customers that you want to hear their thoughts too.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f2433a elementor-widget elementor-widget-image\" data-id=\"1f2433a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/diverse-team-happy-1024x538.png\" class=\"attachment-large size-large wp-image-10800\" alt=\"Make marketing about them not you\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/diverse-team-happy-1024x538.png 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/diverse-team-happy-300x158.png 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/diverse-team-happy-768x403.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2020\/05\/diverse-team-happy.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58001bff elementor-widget elementor-widget-text-editor\" data-id=\"58001bff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3>Make it about THEM and not YOU<\/h3><p>Why can YOU help? Why do YOU benefit your customers\u2019 lives?<\/p><p>Your content, copy, and campaign messaging must revolve around your customer&#8217;s pain points. Why would they want to hear all about you?<\/p><p><b>Your ideal customer needs to be the main character &#8211; not the supporting best friend role.<\/b><\/p><p>To do this &#8211; highlight their problems and prove you understand and exist to help them.<\/p><h3>Provide valuable content &#8211; for FREE!<\/h3><p>Educate your customers without asking for anything in return.<\/p><p>How?<\/p><p>With content-rich articles.<\/p><p>Think about specific types of content to engage your audience with topics that relate to current situations, feedback from surveys and ideas from social listening.<\/p><p>You can then create relevant and informative blog posts in the style of thought pieces, tips, advice, facts, studies from experts, etc.<\/p><p>If you don\u2019t have the time or manpower &#8211; outsourcing from leading consultancies in the sector, media partners and freelance writers.<\/p><p>Why? Because when your audience needs your product or service, whose content are they likely to remember and want to buy from and become a customer as a result?<\/p><p>That\u2019s right &#8211; yours.<\/p><h6><b>Top questions you need to ask yourself&#8230;<\/b><\/h6><p dir=\"ltr\">Here\u2019s something for your inner monologue.<\/p><p dir=\"ltr\">Think about these questions when you\u2019re drafting your next piece of content.<\/p><p dir=\"ltr\">Whether it\u2019s a lead magnet, blog post, email, PPC campaign or social media post &#8211; get into your customers\u2019 mindset from the get-go and echo your vision statement&#8230;<\/p><ul><li><em>Who are your target customers &#8211; demographics, personalities, behaviours and lifestyles?<\/em><\/li><li><em>What are your customers\u2019 values and interests?<\/em><\/li><li><em>How does your company&#8217;s values reflect your customers\u2019 values?<\/em><\/li><li><em>What needs, problems and frustrations do your target customers have?<\/em><\/li><li><em>What are your customers doing while they&#8217;re using your product or service?<\/em><\/li><li><em>What is your customers\u2019 primary goal in using your product or service?<\/em><\/li><li><em>How does your service or product help your target audience?<\/em><\/li><\/ul><h6>Don\u2019t forget the mantra: <strong>sell the \u2018why\u2019 instead of the \u2018what\u2019.<\/strong><\/h6><p dir=\"ltr\">Need some help working through your digital marketing to schools? <a href=\"http:\/\/beedigital.marketing\/work-with-us\/\">Book a growth strategy call with the Bee Digital team<\/a>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Inspire your prospects by selling the &#8216;why&#8217; instead of the \u2018what\u2019.<\/p>\n","protected":false},"author":30,"featured_media":7632,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[155],"tags":[],"class_list":["post-3538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-to-schools-strategies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Say why? 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