Why you should educate your clients about what you do

You have a company website for the entire world to Google. You think that’s enough because that’s what everyone else has. You’re wrong.

It doesn’t matter what industry you’re in or what products and services you offer. Chances are, your audience knows very little about the particulars of what you do and understands even less.

Educate to build client relationships

Expecting people to trust in things they don’t understand is a big ask. Especially when money is involved.

Time taken to teach and explain about your product or service is time spent building a relationship and fostering confidence in your company.

Business decisions are emotion-based. Reading general information about your company is cognitive. A client experiencing you taking a personal interest in their understanding builds an emotional connection.

Educate to upsell

Clients cannot appreciate what they don’t know or understand. It’s imperative to reinforce your value and your client’s reliance on you. Do this by ensuring they realise your offering well enough that they can instantly make the connection between hiring you and improving their bottom line.

Educating current clients is a way of paying attention to them. They will feel valued and recognised. This makes them more likely to stick with you in the long run.

Educate to increase visibility

Regularly seeding information about your company and your industry increases your footprint and prominence. This makes it easier for people to find you and understand why they need you. It also builds your reputation with a library of evidence showcasing your know-how. In a crowded marketplace, this is priceless.

The bottom line

You know what your company does. The only cost that educating clients incurs is that of your time. It doesn’t take as long as you think and time spent teaching now translates into longterm working relationships later.


Cavalry Media is a design, development and content marketing agency based in Johannesburg, South Africa. Cavalry services both local and international clients across the banking, insurance and retail sectors.

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