The 3 Pillars of Marketing: A Proven Winning Formula

Introduction: The 3 Pillars of Marketing

We need to create a buzz with our marketing. What’s your buzz like?

As humans, we naturally get excited about things, but we also get a buzz from seeing the excitement of others. If you’re not excited, no one else will be. You need to bring that energy. You need to be exciting and excited!

No one’s buying anything boring. Think about Apple. When they launch a new iPhone, they don’t just say, “Here’s a new phone, come and have a look.” They do ridiculous amounts of marketing. They build anticipation, tease one feature at a time, and create a wave of excitement. By the time the product drops, people are literally queuing around the block. That’s not luck, it’s strategy. And it’s the same strategy you can use when you understand the 3 Pillars of Marketing.

What Are the 3 Pillars of Marketing?

To create lasting success in your business, you need to focus on three essential areas:

1. Positioning Marketing
2. Promotional Marketing
3. Emotional Marketing

Together, these three pillars create the foundation for visibility, credibility, and likability. It’s the winning formula for marketing that converts. Let’s look at each of them in more detail.

Pillar 1: Positioning Marketing – Your Constant

Positioning marketing is the first of the 3 pillars of marketing. It’s all about establishing credibility and showing people ”why me”. Why they should trust you. This is your expert content, the evergreen posts that prove your authority.

Examples include:

• “I’ve been doing this for 10 years and coached over 3,000 women.”
• This is Suzie. She said, ”This is what she felt like before she worked with me, this is the experience she had during the coaching, and this is how she feels about life now”.
• Sharing your mission, vision, purpose, and qualifications. This is the stuff that’s always happening no matter whether you are there or not.

Positioning marketing is your constant. It doesn’t depend on how you feel that day. It’s scheduled, repeatable, and ongoing. This is what we call the expert stuff. The why me? Why work with me? I’m brilliant, there’s a load of options out there, but I’m the one for you. This is the pillar that answers all of these questions.

I love this pillar because we can create and schedule positional marketing. So it’s working for you even if you can’t be arsed. If you’ve decided it’s a beach day or a Netflix duvet day, this stuff is still going out because you have already scheduled it in.

Pillar 2: Promotional Marketing – The “Try Me”

The second of the 3 pillars of marketing is promotional marketing. This is the ”try me, buy me” pillar. It’s your offers, invitations, and calls-to-action.

Examples:

• Book a call with me – We don’t know each other, you don’t know what I can do.
• Download my free resource – It will give you an insight.
• Join my five-day challenge – Come and speak to me for five days. Let’s have a good old time together. 

These posts are light, friendly, and easy to engage with. They are targeting an audience that doesn’t know you yet, and you don’t know them. You’re not going too deep; you’re simply inviting people to try you. Promotional marketing works best when backed up by strong positioning, because intelligent buyers will scroll your feed and check your testimonials. Then they’ll visit your website to see exactly how they can buy from you, and boom – you have done everything you need to get them signed up. 

Promotional marketing can be scheduled, too. It’s probably best practice to do this, or you may end up forgetting to do them altogether, and you don’t want to miss any of the 3 pillars of marketing; they work in harmony.

Pillar 3: Emotional Marketing – The Heart

The final piece of the 3 pillars of marketing is emotional marketing. This is the enjoy me pillar. The heartfelt content you create in the moment. Consequently, it can’t be scheduled in advance, because it comes from deep down in your gut and heart, at a given moment in time.

It might be sharing a client win just after a call, posting about a breakthrough, or reflecting on why you love what you do. These posts connect on a human level, and they’re incredibly powerful because people buy with their heads and their hearts. People buy people. You’ll probably know my posts that come from the heart, because they’ll feel very different. And this is how people go, “Wow, that was amazing”.

Emotional marketing is the most powerful of the 3 pillars of marketing. It’s about how things are going, how you decided to do something. the feelings around it. We need to hit them in the head and the heart before we hit them in the wallet. Otherwise, we just have nice followers, rather than converted clients.

Without this pillar, you risk being seen as credible but unrelatable, or likeable but not trustworthy. Emotional marketing brings the soul into your strategy.

Why the 3 Pillars of Marketing Work

The 3 Pillars of Marketing ensure that three key factors align:

• Credibility – people trust you deliver results
• Likeability – people feel a personal connection with you
• Visibility – people can clearly see how to work with you

If any one of these is missing, your marketing will fall flat. But when all three are in place, your strategy doesn’t just attract attention, it converts.

“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.” —Zig Ziglar

Want to Know More?

Do you want to master the 3 Pillars of Marketing in your own business? Grab my Fab 5 Video Training Bundle (covering Visibility, Vulnerability, Confidenceability, and more) for just £15 → Click here to purchase.