You can advertise. You can hire salespeople. You can sponsor events. But your
competitors are doing the same things. How does that help you stand out?
Instead of trying to outspend, outsell, or outsponsor competitors, try to outteach them. Teaching probably isn't something your competitors are even
thinking about. Most businesses focus on selling or servicing, but teaching never
even occurs to them.
The Hoefler Type Foundry teaches designers about type at Typography.com.
Etsy, an online store for things handmade, holds entrepreneurial workshops that
explain "best practices" and promotional ideas to people who sell at the site.
Gary Vaynerchuk, who owns a large wine shop, teaches people about wine
online at Wine Library TV, and tens of thousands of people watch every day.
Teach and you'll form a bond you just don't get from traditional marketing
tactics. Buying people's attention with a magazine or online banner ad is one
thing. Earning their loyalty by teaching them forms a whole different connection.
They'll trust you more. They'll respect you more. Even if they don't use your
product, they can still be your fans.
Teaching is something individuals and small companies can do that bigger
competitors can't. Big companies can afford a Super Bowl ad; you can't. But you
can afford to teach, and that's something they'll never do, because big companies
are obsessed with secrecy. Everything at those places has to get filtered through
a lawyer and go through layers of red tape. Teaching is your chance to
outmaneuver them.