Are you educating your prospects?

When you’re marketing a product or service, are you operating under the assumption that your potential customers are knowledgeable about what it is your product or service is or does?

For example, everyone knows what toilet paper is and what it does, so going into the history of toilet paper or how it works or why it’s used is completely unnecessary.

But for those of us deeply entrenched in the environmental and green industry, it can be difficult to imagine there’s anyone out there who doesn’t know, for example, what makes organic food organic.

Believe me, those people do exist (I’ve actually met some), and if you ever hope to make a customer of one of them, you need to be sure you’re addressing their concerns.

So how do you do that?

The most important thing is to talk to your prospects. Find out what questions they have and what concerns them.

Let’s take solar panels.

There are a lot of people out there who don’t know much about these things. And they certainly don’t have a clue how installing panels on their home or business could benefit them.

But these people are just like the rest of us -- frustrated with rising energy costs.

The marketer who successfully addresses this knowledge gap will go a long way toward increasing his or her pool of potential prospects.

At this stage of the game, the market for green goods and services is largely untapped.

There are literally hundreds of thousands of individuals in the U.S. alone who would be willing to snap up your eco-friendly goods or services, if only someone took the time to answer that all important question -- what’s in it for me?

So take the time to do a little research. Know what makes your prospects (and potential prospects) tick. And then give them the information they need to make an informed choice.

You may just find a whole new stream of customers you never knew existed.

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