Nate Tilley and Sabri Subhi argue that educational ads build more trust than traditional product-price pitches. A baker who explains sourcing and fermentation converts more customers than one who just lists prices. Authority marketing works best for services where clients research before they buy.
Five times more likely.
Founder Sabri Subhi joins me now in the studio. I really look at business as an incredible vehicle to really make good and make change in the world. There's a third question related. If you take again as an example the baker who is in the business of selling bread, how could he try to become the trusted authority of his field? Yeah, look, it's a little bit different with more transactional items like bread. But for instance, let's just say that you've got two bakers and one person is advertising their breads in the local newspaper. Typically what they're going to be doing is they'll be like, here are the baguettes, here are the bread rolls, here are the bread. And this is how much they are. Right? And that's how typically most people market. But what an authority based, value based marketer. What they would do is they would, they would tell the full story about how they source the wheat, right? And then how they make the dough and they ferment it. And through that fermenting process, it breaks down proteins in the gluten in the wheat that actually makes it a lot more digestible for your gut and it allows you to absorb a lot of nutrients from that. And that's what makes the finest bread in the world. And we only source the best, you know, organically grown wheat that comes from this province in Europe that produces wheat plants that are thousands of years old and really starts to educate them and get them to buy into the story and the education of why this bread is the best bread. And if you wrote an ad like that that was positioned as a news article or something of standalone interest about how the bread is processed, whether or not someone is going to buy that bread, they would still be much more inclined to read that ad that is more educational in nature than someone that's just like you can get six bread rolls for two euros. Do you know what I mean? So it's just in the positioning of how you do that. They would both be paying the same amount of money for the same real estate in that, for that advertisement. But it's been shown that people are five times more likely to read an educational message than they are to read an ad. So that's just a basic premise of something that you could do, but predominantly with authority based marketing, it's more so for service based businesses that really have clients that they're enrolling into their program where there's more information involved, order for them to become a client. Right. You're not going to do a lot of research into what bread rolls are available at the bakery. But if you are hiring a financial planner or a digital marketing agency or a plastic surgeon, it's not going to be an impulse purchase. You're going to be doing lots of research around that. And that's really where authority based marketing comes into play. Hey guys, we're coming to you from lockdown in Melbourne. If you enjoyed this video, please like and subscribe. Share it with a friend. We're dropping a video like this every day on YouTube and I will see you in the next video.
