There are few dining accolades as coveted as Michelin stars. Chefs and restaurants will work tirelessly, sometimes for decades, to achieve one.

However, the Michelin Guide wasn’t created to celebrate the world’s best chefs.

The now world-famous tyre company was founded in 1889 by two French brothers, André and Édouard Michelin. At the time, France had few cars on its roads, and most people tended to stay close to home.

This, understandably, made it challenging to sell tyres.

So, the brothers proposed publishing a free booklet to encourage people to drive further afield. It contained maps, instructions for changing a tyre, and, perhaps most importantly, a list of recommended dining options.

Over time, what started as a clever marketing method evolved into something much bigger. The Michelin Guide has become the leading authority on fine dining worldwide.

The Michelin brothers achieved this by providing educational content that was genuinely useful to their audience, initially at no cost. This is something you can (and should) apply to your own marketing.

Continue reading to find out how.

Educational content is information your clients need

Michelin’s story is a perfect example of how you can become a voice of authority without having to sell directly.

They could have gained customers by running newspaper adverts or creating vibrant posters.

Yet offering valuable, free information that helped people make better decisions ensured Michelin became associated with expertise. This, in turn, encouraged people to trust the brand more deeply.

If you’re a financial adviser or planner looking to market your firm, the same principle applies. Offering free blogs, guides, and newsletters that help existing and potential clients understand complex topics positions your business as a trusted adviser rather than a salesperson.

When people trust your guidance, they are much more likely to come to you when they need help.

Educational content is also highly shareable. Just as drivers might once have passed their Michelin Guide to their friends, your clients are more likely to share content that helps them understand important topics, such as tax rules or legislation changes.

You build trust with prospective clients by sharing educational content

It’s important to remember that financial content is often technical. Pensions, taxes, and investments are daunting to read about for many, and it’s tempting to use jargon-heavy explanations.

However, educational content demonstrates that you understand your clients’ needs and guides them through complex topics without overwhelming them.

You may even find that educational content allows you to differentiate yourself from the competition.

Indeed, other firms might focus solely on marketing the services they offer. If you instead take the time to help clients understand their finances, you can build a reputation that lasts longer than a one-off marketing push.

3 ways to apply Michelin’s educational approach to your own marketing efforts

You can use these same ideas in your marketing to inform clients and build trust. Here are three ways to put this into practice:

1. Offer genuinely helpful content first

The Michelin brothers created their guide to provide real value to drivers. Selling tyres was a helpful byproduct.

Your audience isn’t looking for a sales pitch every time they read your content, but rather answers to their questions.

Producing genuinely helpful content, such as a blog explaining the importance of pension saving or a breakdown of Lasting Powers of Attorney, builds trust with readers and means they’re more likely to engage with future content.

Over time, you become a respected source of advice rather than another firm selling a product.

2. Be consistent

Michelin published its guide every year, and this consistency helped it become a trusted resource.

In the same way, regular blogs, newsletters, or social media posts demonstrate to clients, prospects, and professional connections that you’re committed to delivering value.

As such, creating a regular content schedule helps build familiarity with readers, and clients will begin to expect (and look forward to) your updates.

A value-adding monthly newsletter has a significant impact when delivered consistently.

3. Seek professional help

While producing educational content is effective, it’s challenging and time-consuming to get it right.

Even the Michelin brothers didn’t do everything themselves. In fact, in 1920, they recruited mystery diners to visit and review restaurants anonymously, using these third-party experiences to decide what featured in their guide.

Similarly, you don’t have to handle content production and distribution alone.

At Yardstick, we specialise in producing educational, compliant, and interesting content that makes complex financial topics more engaging.

We write blogs, guides, and social posts, all of which keep your clients well-informed and position your firm as a knowledgeable, trusted source of information.

To find out more about how we can support your marketing efforts, please email us at hi@theyardstickagency.co.uk or call 0115 8965 300.