By Howard Partridge
Last 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.
This month I would like to finish reviewing how to use the rest of the 5 Point Marketing Message.
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
Marketing Point #4: Systems
This is how you will deliver your unique experience. Your customer service system will set you apart more than anything else. And the best part is that it doesn’t cost much more to provide a higher level of customer service. The key is to talk about how it is different and use it in your marketing message.
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.
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.”
Marketing Point #5: Guarantee
Many small business owners are afraid to offer a guarantee on their product or service in their marketing message, but when I ask them what happens if their client isn’t satisfied, they quickly point out how they make it right including a refund if appropriate.
If you want to attract high-end clients, you must understand that they expect you to back up what you do. If there is any question about that, they will not move forward in using you. Using it in your marketing message confirms that you are the right company for them. If you are attracting price-shoppers or people who just want to get something for free from you, you are attracting the wrong crowd, which is due to poor positioning.
Of course you are always going to have people who take advantage of your guarantee, so you factor that into your cost of doing business. If you can get more clients at higher prices because you offer a guarantee, you can actually make more money.
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.
Introduction example of guarantee: “Our company offers a 100 percent money back guarantee. If you are not completely thrilled with the service/ product experience you receive from our company, we will rush back to your location at no charge and no obligation to correct the situation. If you are still unimpressed, you owe us nothing, and we will issue a 100 percent refund.”
Be sure to re-visit next month where I’ll introduce you to a concept that is extremely valuable in marketing your company. It is a phenomenal tool to demonstrate your unique experience, and it’s a fast growth tool because it makes it easy for a maximum number of people to “sample” your service. 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.