Education is marketing

Education is marketing.

This is true for all brands but especially for health e-commerce brands. Here’s why.

Before I started flirting with writing, biology was my first love. I remember reading kids’ encyclopedias before bed because I was that much of a biology nerd. Something about the magic of being alive drew me into it, so much so that I had to continue studying it after school.

When I started writing, I discovered worlds upon worlds of applications for it — creative writing and personal essays at first, then travel, then science writing, and finally copy and content writing.

The collision of both science and writing in my life has shown me just how important science communication is, more specifically, how little people know about the science that arguably impacts them the most — their health.

A photograph of library shelves filled with books. Words are superimposed reading “Knowledge Is Power. And Sales.” Photograph by Susan Q Yin on Unsplash.

Health brands are in a unique position to educate in a bite-sized and practical way. Suddenly, blogs become your online GP. The benefit for health brands themselves? Let me count the ways!

1. They educate people — what could be more rewarding than spreading knowledge?
2. They develop a reputation as the experts. People start to like, respect, and *trust* them.
3. In educating and building a relationship with their target market, brands develop authority. You know the value of your products, but through educating and bonding, your audience begins to see the value for themselves. What comes from that? Sales.

I’ve come a long way from that kid reading about genes at bedtime, but the one thing that has remained constant is my appreciation for the world of science, and my wish for others to understand the magic and whimsy of it all. And I want brands to be a part of that.