 As a marketer in the animal health industry, where it’s common to sell complex, sophisticated, even vulnerable products, do you ever share with your customers that your product might fail? Let’s say you were faced with this conundrum. An unhappy customer confronts you. He bought your product and is claiming that it’s no good, that it doesn’t work. In reality, you know the product wasn’t as effective because certain external factors known to negatively impact its performance were present, which produced subpar results. Nonetheless, you now have a customer in front of you who’s hopping mad. In the animal health business, this is not unheard of. I know, I’ve worked with clients challenged by similar situations. These situations occurred because customers were unaware that the product could be compromised in a variety of ways. We decided that going forward, the best course of action was to take an edu-marketing approach to promote the product. (Learn more about edu-marketing here.) In a nutshell, edu-marketing content educates customers about ‘the good, the bad, and the ugly’ of a product, so to speak. In one of my client’s cases, the content delved into the myriad of influences that could hamper their product’s performance. It also included recommendations to alleviate these interfering factors. The intent of edu-marketing is to build trust and credibility, achievable with forthright and proactive content. It communicates that you know your product well, know that it’s good, and want customers to succeed when they use it. If you’d like to set your marketing content apart from the others, I suggest giving edu-marketing a go.
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