The Key to Selling is Teaching

February 23rd, 2009 by
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As you can see, in the graph below, hearing and seeing increases retention, dramatically. So isn’t everyone using webinars, video emails and web video in general in their marketing?

weiss mcgrath retention study

It is time to throw your marketing hat in the bin. Put on your teaching hat and start educating your prospects and customers about your products and services using the five core elements of adult learning.

The five core elements of adult learning:

  1. Vision of course must be guided rather than taught
  2. Correlate learning with their experiences
  3. Clearly define goals and how to complete them
  4. Relate objectives to their own interests
  5. Respect their prior knowledge and experience

You can use the five core elements of adult learning to rewrite your copy and redefine your approach. Use webinars and web video to deliver your new and improved message and watch your sales skyrocket!!!!

We use Gotomeeting to run our webinars and our own service jiveSYSTEMS to deliver videos.

author photo

About the Author:

Will Franco is the CEO/Founder of jiveSYSTEMS (a video email marketing software and training company). He also runs an online community / membership group called AskFlywheel, in which he teaches cutting-edge online marketing strategies. His mantra at work is "Think-Automate: Do it, Automate it, Delegate it, or Ditch it"


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  • http://www.zeroturnoverhiring.com/ Brint Driggs

    This is great stuff. Struggling to understand element number one…anyone have insights into what exactly “vision of course must be guided rather than taught” means? Your help is appreciated.

  • http://www.zeroturnoverhiring.com Brint Driggs

    This is great stuff. Struggling to understand element number one…anyone have insights into what exactly “vision of course must be guided rather than taught” means? Your help is appreciated.

  • http://www.TrainingNOW.ca/ Glen Ford

    Based on my experience …

    I can teach you, I can show you and I can place the argument before you but I can\\\’t force you to understand.

    To expand on that explanation, while I can guide you to being able to see the use of the material in your own world, I can\\\’t teach or force you to see the use because if I do you will never truly accept it. And, of course, I will never see it as clearly as you could.

    Of course, the author might have had a different thought in mind.

  • http://www.TrainingNOW.ca Glen Ford

    Based on my experience …

    I can teach you, I can show you and I can place the argument before you but I can\\\\\\\’t force you to understand.

    To expand on that explanation, while I can guide you to being able to see the use of the material in your own world, I can\\\\\\\’t teach or force you to see the use because if I do you will never truly accept it. And, of course, I will never see it as clearly as you could.

    Of course, the author might have had a different thought in mind.

  • http://www.MedAlertByPhone.com/ Jim Box

    Proceeding (or guiding) from the known to the unknown?

  • http://www.MedAlertByPhone.com Jim Box

    Proceeding (or guiding) from the known to the unknown?

  • http://www.nurtureinstitute.com/ Jim Cecil

    Brint. My 22 year presentation tour for VISTAGE kept my focus and work on business executives and the serious affluent executives.
    The hard lesson was learning number 1: Finally understanding the vast difference in learning styles between adults. Seth Godin wrote perhaps the finest book on visual presentations yet. He shattered the old powerpoint ritual with headlines and bullets. I learned that attendees could read slides content five to six times faster than the presenter gets to them. Intelligent minds get bored quickly.
    I learned the genuine value of metaphors, case studies, stories and mostimportantly making the background visual work as hard as the text.
    My most memorable attendee comment came when I I began talking with them and not just to them.

  • http://www.nurtureinstitute.com Jim Cecil

    Brint. My 22 year presentation tour for VISTAGE kept my focus and work on business executives and the serious affluent executives.
    The hard lesson was learning number 1: Finally understanding the vast difference in learning styles between adults. Seth Godin wrote perhaps the finest book on visual presentations yet. He shattered the old powerpoint ritual with headlines and bullets. I learned that attendees could read slides content five to six times faster than the presenter gets to them. Intelligent minds get bored quickly.
    I learned the genuine value of metaphors, case studies, stories and mostimportantly making the background visual work as hard as the text.
    My most memorable attendee comment came when I I began talking with them and not just to them.

  • http://www.jiveSYSTEMS.com/ Flywheel

    In response to your question, Brint.

    Vision of the course must be guided rather than taught = Act as a facilitator, guide the participants to their own knowledge.

    Flywheel

  • http://www.jiveSYSTEMS.com Flywheel

    In response to your question, Brint.

    Vision of the course must be guided rather than taught = Act as a facilitator, guide the participants to their own knowledge.

    Flywheel

  • Jim de Geus

    Thanks guys, this was Just In Time!

    I’m in the process of creating a White Paper/Advance Report and as a result of this post, am completely re-thinking the composition to include video and Camtasia presentations. The work itself will now flow along these five core elements of adult learning.

    You’ve got one very happy beta tester. Thank You.

  • Jim de Geus

    Thanks guys, this was Just In Time!

    I’m in the process of creating a White Paper/Advance Report and as a result of this post, am completely re-thinking the composition to include video and Camtasia presentations. The work itself will now flow along these five core elements of adult learning.

    You’ve got one very happy beta tester. Thank You.

  • http://intensedebate.com/people/Flywheel Flywheel aka Ortonom

    In response to your question, Brint.

    Vision of the course must be guided rather than taught = Act as a facilitator, guide the participants to their own knowledge.

  • http://intensedebate.com/people/Flywheel Flywheel aka Ortonom

    In response to your question, Brint.

    Vision of the course must be guided rather than taught = Act as a facilitator, guide the participants to their own knowledge.