EDITORIAL FEATURE
How to Use The Phenomenal Five Point
“Experiential” Marketing Message
By Howard Partridge
L
ast month I shared what my five point marketing message
is. This message covers what I believe are the five things that
people will stand in line and pay the highest price for. When
you have all five of them in place and you understand how
to use them in your marketing, you can literally position yourself at the top of any industry. I’ve done it in three different industries and helped thousands of small business owners around
the world in many different industries improve their position at
minimum, and many have dominated their markets.
people were waiting to see if anyone drowned before they ventured in! This is social proof. Social proof says if others are doing it, it must be okay.
Be sure to communicate how each and every one of these
marketing points benefit the client. This one is obvious. The
benefit is that since you can trust our company, regardless of
what happens, I know I am not going to be taken advantage of.
This month I’d like to share how to create and use your
unique Five Point Marketing Message. We’ll go through the 5
points over the next two articles.
Introduction example of reputation: “Our company enjoys
a reputation that is second to none. Some of the area’s most
seasoned refer our services/products
exclusively.”
Marketing Point #1: Reputation
Marketing Point #2: Experience
Marketing your reputation is done by using what others say
about you rather than what you say about yourself ! My friend
Joseph Michelli, author of The Starbucks Experience, says “A
brand is nothing more than what people say about you when
you are not around.” The relationships you have with your clients, people with influence in your industry and community
will build your reputation and confirm that you can be trusted.
Testimonials are p