Something dawned on me today as I was answering questions for a freelance journalist writing an article for Communication Arts magazine.

Since starting and sticking with blogging, I don’t get asked to submit proposals for projects anymore, I just get asked if I’m available. Much of this has to do with any tool that effectively raises your status as an expert at something, but blogging just happens to be one of the more effective ways to build that kind of relationship and trust over the long haul.

The educational nature of content coming out of many bloggers, has become expected by the market and is also what makes blogs such effective tools for connecting with readers – particularly readers, prospect, and clients that value connection. (Hint: They make ideal clients)

So, what if you stopped responding to RFPs (Request for Proposals) and starting using your marketing to feed a steady diet of RFEs (Request for Education)

Proposals are often ways to say, I don’t understand the value you bring, give me more information. By creating a library of educational information, developed and supplemented daily and weekly, you give your prospects plenty of ways to measure how they might connect from a content, solution, process and values point of view.

What other forms of marketing, both online and off line could benefit from this lesson?What if you created information products instead of brochures?