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Higher Ad-Ucation

Convince Customers You're An Expert With Ads That Educate.

This story appears in the February 1996 issue of Entrepreneur. Subscribe »

When you sit down to create your next piece of advertising, consider this: Rather than just telling prospects how they'll benefit as your customer or client, why not give them an actual dose of that benefit before they buy?

In other words, educate them. Ingratiate yourself by generously and unselfishly sharing some of your secrets or expertise on the subject at hand before asking them for money. The prospect will see you as someone who obviously knows your stuff and whose advice, service or product seems worth paying for.

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