Bootstrapping Marketing Radio Clément Rog

Today I want to talk about user education. Education, teaching, a topic that’s really often overlooked. I can’t say how many times I had to convince colleagues or management that making our customers more successful should have been priority #1.

Why? Because of our own bias: 


we often think using our products is straightforward enough
or that if you need to educate people then maybe they’re the wrong people



That’s all wrong

Education doesn’t only mean giving people the required tips & tricks to use your product. Education is making people get better in their field, master your product, and be fully aware of why you made their life for the better.

I see education as a 3-fold bonus for your brand:

1. Education helps your customers and prospects get the most out of what you sell. That means making them more loyal.
We all rather solve things by ourselves. It gives a sense of accomplishment, it’s rewarding. So companies build wikis or FAQs to “make their customers better users”. But that doesn’t work this way.

Documentation systems are often framed by a “problem-solution” troubleshooting angle. For ex:


“I can’t log in, how should I do?”.
“How can I assign several contacts to a company?”.

That’s really the minimum viable information you should provide.

But what will help your customers is to teach them how they can get better at doing their job, thanks to you.

For instance, Ahrefs is an SEO tool. So it basically talks to marketers. But maybe 30% of what they write on is specifically about SEO. They know their customers are marketers, so they write on marketing in general. And when their tool has a unique edge on a specific marketing topic, they put it in context and show how it solves the opportunity. Easy promotion.


2. Education broadens your potential market
Circling back to what I said first.

“If you need to educate people then maybe they’re the wrong users.”

Educating means sharing, teaching, and explaining how and why your approach to a problem is different. You may have different features or concepts people need to understand before they buy.

A non-software example I like to tell about is Patagonia. When they introduced synthetic clothes. Patagonia explained why and how to remove cotton, wool and down. So by putting together extensive guides on the benefits of more layers and new materials, they got people aware and turned them eventually into customers.

Those people were mountain climbers, not random people. They were the right users, but unaware of the new take of Patagonia on clothing for mountain climbing. That move changed everything for them.

Yes, helping people out is a great, non-arrogant way to build word of mouth.



3. Now on to the last aspect of focusing on education: leadership & expertise 

I believe it’s here that most companies do wrong. They don’t zoom out. Educating prospects doesn’t mean spamming your features when competitors can basically do the same. Instead, talk about the unique system and approach you have to a known problem. Whether it’s dealing with customers, designing great products, or better organizing your time — by teaching how you solve that in an interesting way, you have the opportunity to become the expert.

Just look at Basecamp's Shape-up methodology, that's a fantastic marketing move. Freely sharing your knowledge will strengthen your relationship with existing customers as well as attract new ones.

Oh and yes, one way to do is Open Source, I wrote a piece on that.

Thanks for listening, I hope you found something interesting today.

Until next time!

Script: 

When he decided to launch his new gig, the founder was selling hand-made pittons and climbing hardware for the already 10 years. He was driving its van across California to supply other mountain enthusiasts. But it was small and the margins were slim. And he felt the products he was selling were unreliable, fragile, and needed to be replaced often. 

So he started this new company started with a simple mission: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Imagine at the time how forward-thinking this was. 



And so it went. Slowly but great. And with developing new products and getting more sales, Yvon and his team started thinking about how they could make their initial mission statement a more believable and real one. 



So they launched initiatives toward that mission: 


They were the first company to write educational articles on how to buy fewer clothes but arrange them better to create layers and keep you warm 
They used real nature pictures of their customers for their product catalog, not fake ones 
They wrote the book “let my people go surfing” which sold hundreds of thousands of copies 
They gave 1% of their sales to small and impactful organizations to defend the planet When you’d land on their website, you’d see information about wildlife protection and activism. Not products. Quite counterintuitive for the e-commerce conversion gurus 
To start a global movement on giving back to the environmental cause, they founded 1% for the Planet in 2002 with another company 
They got the B-Corp label (I worked on it at a previous company, believe me, it’s a lot of work) They produced dozens of video documentaries showcasing wildlife and its protection
They launched the Worn Wear program, a series of videos and actions around repairing clothes instead of buying new ones
They run an ad in the NYT called “Don’t buy this jacket” during Black Friday
They sued the president over the reduction of the Bears Ears National Monument 
and even add a “Vote the assholes out” clothing tag on their products to support the movement
They partnered with climate and social activists (such as Naomi Klein, Clare Gallagher, or Ian Walsh), rather than influencers and affiliates They announced they’d refuse to sell corporate Logo Vests to Ecologically Damaging Companies
And many many more… Until last week’s move, I’m sure you read about it. 



Yvon Chouinard and its family decided to sell 100% Patagonia non-voting stocks to a nonprofit dedicated to fighting the environmental crisis and defending nature. Yvon wrote a letter called “Earth is now our only shareholder”. 



Whether you’re sensitive to social and environmental issues or are looking to grow as big as Patagonia or not, there are 2 interesting lessons from this short story: 


It’s not because you claimed something once that people are going to believe you. Patagonia is about 40 years of commitment, repetition, and dedication until they created a brand that feels responsible, sustainable, and doing good for the planet. 
Building around your unique hedge, opinion, and conviction, is the best fuel for your roadmap, marketing, and else. Start with that as you’re figuring out your positioning, and you’ll know what you have to do to make it real. 



In case you’re interested, I’ve written a post on making your claims more believable by the way, you’ll find it on the blog. 



Once again, shout out to the Chouinards! 



Have a great end of your day!

Bootstrapping Marketing FM is a podcast about doing marketing differently for your small business. I’m your host, Clément Rog. Every week or so, I publish thoughts, opinions, or case studies on how I'd do marketing for your projects. I promote a more ethical, honest, frugal, and sustainable way to do marketing. 



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