SBTM Jul 2015 - Page 24

EDITORIAL FEATURE The Phenomenal 5 Point Experiential Marketing Message By Howard Partridge I n the last issue of Small Business Today Magazine, I shared a personal experience that demonstrated how creating a unique experience for your customers, clients, or patients means you can charge more.  Why do you need to charge more?  Because working 24/7 to just barely scrape by is not a phenomenal life.  Several years ago, I developed my five point marketing message.  This message covers 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. The Introduction Version is used in any case in which you are in a position of introducing your company to a prospect.  If someone comes across a brochure about your company, it should deliver these five points.  In the case of using it verbally such as in a grocery store for example, you can cover all five points very effectively in about 60-90 seconds. 4. Systems This point has to do with both the technical systems of your business as well as Here are the five points: your customer service system.  In other 1. Reputation words, how will you service that client There is one primary unspoken question different from anyone else?   If you are that every prospect has about every per- providing technical, repair, or mainteson or company they do business with.  nance service, what is different about “Can I trust you?” is the question. They your company’s service call compared to ma