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