When it comes to certain types of businesses and services, a big part of your promotional push might not have to do with “selling” yourself over your competition: it might have to do a lot more with simply educating the public.

One of the biggest examples of this is the realm of mortgage brokers. While most mortgages in the United States are done through brokers, that is not the case in Canada. And so, companies like Dominion Lending Centres work much more on educating the public about the value of using a broker.

Instead of saying that they do it “better” than other brokers, they simply educate the public on why they would want to use a mortgage broker in the first place. They educate the public on what they do for them, as well as firmly remind them that they don’t actually pay the brokers at all: the banks and other financial institutions do.

The same concept can apply to any emerging trend or other product line that the public may not know too much about. If you find you’re having difficulty attracting new clients, consider shifting your marketing campaign toward sales-geared education.