How to Use The Phenomenal Five Point
“Experiential” Marketing Message Part 2
By Howard Partridge
ast month I reviewed the first 2 points
of my 5 point marketing message.
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.
is to talk about how it is different and use
it in your marketing message.
guarantee, you can actually make more
Usually, customer frustrations have to
do with service, not necessarily the product. Identify the areas where your competitors are failing to serve and promise
to fill that gap. Be sure to explain exactly
what you are going to do that is different.
This month I would like to finish reviewing how to use the rest of the 5 Point
Introduction example of systems: “Our
mission is to provide you with the most
phenomenal service experience ever. We
will treat you with the utmost respect
and courtesy and deliver your service/
product on time.”
If you’re a builder, you can’t give a refund
on a house, but you can build a reputation
that you follow up after the sale. My wife
and I actually had this experience. We had
a wonderful builder who addressed every
need that came up long after the home
was built and signed off on. That builder
knows something that all business owners need to understand—how you handle
your guarantee affects your reputation.
So, you might imagine the five points being in a circle. Your guarantee is connected to your reputation.
Marketing Point #3: Education (or Training)
If you are certified by your industry, you
should educate your prospects and clients what certification means to them.
Certification can be a powerful marketing tool, but only if you share what it
means to you. Talk about any specialized training or knowledge you or your
staff has that benefits them. And be sure
to share that part of your mission is to
educate them on how to navigate your
industry. This sets you apart as a consultant.
Introduction example of education:
“Our company is certified by the