The word "marketing" usually brings to mind slick sales copy and promotional incentives designed to move products and services into the hands of customers and clients. But products and services designed for crises and emergencies--such as emergency software support, funeral services and long-term health care--need a more creative kind of marketing. After all, customers don't care about these products or services until they need them.

If your business fits the crisis criteria, there's an alternative approach: Use education-oriented marketing to position your company as a resource to help customers when they need you.

This strategy presents your product or service as a novel solution to a customer's problem. It gives consumers helpful information they can use to solve their problems, while simultaneously educating them about the value of your product or service. Consumers will remember your company when the need for your product or service arises, leaving your competition in the dust. Additionally, you gain potential customers' trust through consistent exposure to your materials.

Here are four tips to help you understand how "resource-rich" marketing can benefit your company.

Assess your product or service. Does it fit the criteria where positioning as a helpful resource works to get sales?

Certain products and services need no explanation. People know they need toothpaste, laundry detergent and babysitting, for example. People know why they need these products and that they have to buy them.

Your product or service might not fit this model. However, you know what you have to offer, so it's up to you to clearly explain what it is. And that's where "resource rich" marketing comes into play.

Understand the value of education vs. direct sales. Use simple tips, checklists, presentations and web links to position yourself as an expert. That way, when the need arises, customers can easily access information and choose your business as the solution.

Resource-rich marketing goes beyond traditional marketing/sales and demonstrates elevated respect for the target audience and its needs. Instead of bombarding the potential consumer with unnecessary, unappreciated marketing collateral that is sales-and-benefit specific, be a helpful resource that educates and explains how to meet particular needs.

Provide helpful suggestions so consumers recognize that they can trust your solution is easier than learning to do it themselves.

Use a variety of traditional and nontraditional marketing tools so the consumer can find you when the need arises.

The key to positioning your company is through varying channels of marketing communications. Marry traditional marketing tools and methods, such as direct mail and brochures, with new media tools such as e-newsletters and social networking sites.

Sometimes, this can yield new opportunities to provide products or services that weren't initially in the mix. Additionally, the more places your name and resources are found, the better the chance that the consumer will look for you.

Establish a regular calendar of monthly marketing communications, and stick to it.

Providing ongoing and consistent information is crucial. That's because you only reach targets when they have a need. So one ad or one newsletter will only work if it reaches the intended audience at the exact time the need arises. Resource-rich marketing requires persistence, consistency and patience to reap the benefits.

One proven tactic is creating a topical theme for each month's communications. For computer support, for instance, educate the consumer on topics that might be of interest when a computer problem arises. PC vs. Mac, Vista vs. XP or remote backup solutions are examples of things that can aggravate computer users and drive them to find answers. If you provide answers in easy-to-read checklists, potential customers will call you for help.

If your information is not immediately needed, it may be stored for later use or sent to others who may find it immediately helpful.

By presenting yourself as a resource rather than soliciting business, you differentiate yourself from your competition in a way that your products or services alone can't do. Try it, and watch new business come calling.

Merrily Orsini is managing director and founder of corecubed, a marketing communications company that specializes in resource-rich marketing communications programs for companies that provide at-need services.