By Howard Partridge
Last 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.
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.
Marketing Point #1: Reputation
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 powerful ways to demonstrate trust, because what your clients and other important people say about you is more believable than what you say about yourself. Celebrity endorsements are also another great means if you can acquire it. If you have a local celebrity who recommends you, see if you can use that person’s name in your marketing. For example, one of my companies was featured on a television show by a local celebrity. Our phone rang constantly, and we soon learned that he had a radio program where he would give live endorsements in the ads. We generated millions of dollars in sales over the years from that one source.
High profile projects or clients also help you develop your reputation (which translates into trust). Your involvement in community service speaks volumes. Awards and certifications are also great tools that build your reputation. Be sure to use all of these things in your marketing media.
What others say about you taps into a powerful human law called social proof. I was on the west side of Kauai, Hawaii, one day and the water was extremely rough. I noticed that other 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.
Introduction example of reputation: “Our company enjoys a reputation that is second to none. Some of the area’s most seasoned <experts in your area> refer our services/products exclusively.”
Marketing Point #2: Experience
Communicating your experience may be the number of years in business. “Since 1902” has an impact. “Over 20 years” is also a powerful statement. If the job requires a certain method of expertise or a certain procedure, you want to communicate your experience in those areas. One of the ways our service company made tremendous progress with our positioning was by offering to tackle troubleshooting jobs that no one else wanted to touch. Anything that was weird or far out, I wanted to get a peek at it. This in turn gave us unmatched experience. We were going after things that others were running from. In just a few years, I saw more situations that I was able to learn from than my competitors will likely see in a lifetime.
Introduction example of experience: “Our company has been in business for ____ years, and is experienced in all types of <whatever you do>. We will be familiar with your situation regardless of what it is unless….”
If you haven’t been in business for very long, focus on the areas of experience you have. You can also lean heavier on the next point.
Be sure to re-visit next month where I’ll share marketing points three, four and five. Until then, be phenomenal.
Howard Partridge, President of Phenomenal Products, Inc. and International Business Coach, is the author of 7 Secrets of a Phenomenal L.I.F.E. and 5 Secrets of a Phenomenal Business. Get a Free CD that reveals the 5 Secrets of a Phenomenal Business by visiting his website at www.HowardPartridge.com/SBT.