Our Plan: Your Success Beings With Truly Embracing “The Marketing Trinity”

When we start working with a new client, often they operate under a misunderstanding that goes something like this: pay some guys to put a website on the Internet; do a little work with them approving content; put feet up on the desk and wait for the phone to ring within a day; be a little annoyed at having to pay hosting fees for a website; be more annoyed at having to wait for results to build; be very annoyed about needing to participate in the work that is needed for success.

It sounds cynical and may be a little exaggerated, but there’s truth in these words. This is why Power Pair Marketing, by employing best practices, explains carefully to our clients who operate small professional services firms exactly what we are going to do and how much they’re going to have to participate in order for our program to work. Plus, we spend a lot of time on R-n-R – repetition and review. (And a good amount of rock and roll, too.) 

The foundation of the program begins before we do anything involving launching a website, designing a logo or creating content. We spend time with clients to figure out how the “trinity of marketing” will work for them.

What is this “trinity of marketing”?

It is imaging, messaging and branding. 

These are terms that everyone has heard, but few have sat down and really thought about them. We have spent a lot of time thinking about these terms, their impact and how to communicate this to clients.

Power Pair Marketing Imaging Support

IMAGING

This is your appearance. Not only your appearance in a photograph or video, but a logo and logotype, color choices, typeface choices, design. (We sometimes amuse ourselves by thinking of Billy Crystal’s immortal Fernando character on Saturday Night Live. You know, “It’s better to look good than to feel good.” Oh, just mahvelous!) Go surf the Internet, look at websites or videos, and make a few notes about the general impression made on you by what you see. You may sometimes find yourself so impressed you write “stunning” or so turned off that you write “yuck.” Think we’re kidding? Go try it.

Power Pair Marketing Messaging Support

MESSAGING

This is the content portion of the trinity. How does someone sound in their communications? Are they inviting? An intense hard sell? Encouraging? Technical? Confusing? Everyone has a style of communication, and when someone is relaxed, we would contend that these are as unique as fingerprints. A UCLA scholar posited in the 1970s that liking communication is more than 90 percent dependent on non-verbal items. We’re not in complete agreement with this idea, but we think there’s tremendous merit to the idea that intonation, body language and other non-verbal cues convey tremendous meaning beyond “exact words.” We try to account for this as much as possible in communications, and it’s an important idea to keep in mind.

Power Pair Marketing Branding Support

BRANDING

Some people think branding irons only date to the Old West, but they really go back to Old England and Even Older Germany, where the term was synonymous with “burn” and indicated making a mark with a hot iron. If you’re on the receiving end, yowch! In the 20th and 21st century, this is really about creating a connection between someone and a product by building a perception and an expectation. Imaging and Messaging feed Branding, but so will all of the content that Power Pair Marketing helps you to generate for your business. In different ways, we will create symbolic and emotional connections through storytelling and images. Your brand will be unique to you and will distinguish you from your competitors.

Unger Limited website by Power Pair Marketing

As a small law firm, financial advisor, insurance broker or accountant, you need to focus your energies on your core business. Doing subpar work by building an image that looks as if you care so little about your brand that it was done by a middle schooler does not inspire the confidence of those who come to you for your services. We’re not saying this to be insulting – we’ve seen too many very unprofessional looking digital properties for people who consider themselves respectable professionals.

This is why Power Pair Marketing is one of the best boutique digital marketing firms. We bring the expertise, experience and tools to your firm, and do it for a cost that should be in line with your firm’s budget. That’s our core competency: providing great imaging, messaging and branding for small firms so they can look their best in today’s competitive marketplace.