The September 21 SMS luncheon featured Howard Robertson, Chief Executive Officer and Principal of TRUST Marketing and Communications, Inc., a media relations firm. He is also the CEO/Principal of SPOTSET Radio Network, a second generation unwired radio network.
Mr. Robertson discussed “Selling the Second Ultimate Intangible”. Early in his radio sales career, a colleague mentioned selling the importance of intangibles…the first and most important intangible is insurance and the second most important intangible being Radio Advertising.
As Mr. Robertson thought about intangibles, he began to realize that most things in life can be categorized as intangible. He created a word called Tanginvisible, meaning that which is very tangible, yet invisible. He then developed a list of Tanginvisibles to guide his sales and marketing career:
- Experience = Exposure
- Knowledge = Power
- Imagination = Ideas
- Personality = Character
- Positioning = Status
- Perseverance = Pursuit
- Reputation = Perception
- Relationships = Trust
- Confidence = Assurance
- Faith = Belief
In his list of Tanginvisibles, one analogy Mr. Robertson explained was #5…Positioning = Status. He discussed coffee and water. 20 years ago, whoever thought you could market a premium coffee that sells for $5.00? Who envisioned a market for bottled water?
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