A Simple And Proven Marketing Strategy For Having Epic Organization Growth

Patrick McFadden

In my recent newsletter and in a conversation I had with a business owner, I talked about how for years, businesses understood that with any product or service, customers would pay for one thing: convenience. But now because of technology, I’m noticing a huge shift in this once secure belief. And that is an added component, which is to: offer customers not only convenience but  convenience that fits into their lifestyle.

Let me explain. At one point in history, our lifestyles revolved around gold and silver coins. Then with the invention of the printing press, our lifestyles revolved around paper money. Now, paper money is slowing being replaced with plastic. And today, even plastic is being replaced. By what? Our phones. Or as some call it, “the mobile wallet.”

Our phones are ingrained into our lifestyle. Think about how in most urban places (ex: New York City), people are on foot or bicycle and they don’t need their wallet because they don’t need their license. On the other hand, when I am driving, I notice runners with their phones, drivers texting (a big no, NO!) on their phones, and teens at bus stops talking on their phones.

Speaking of driving and offering customers a convenience that fits into their lifestyle. What I’m finding interesting is how organizations are identifying a customer’s lifestyle of using mobile devices to customize service. So for example: If you were involved in an auto accident, and (with a downloaded app from your insurer) you had the ability to contact a your insurance provider, as well as notifying them of your location. Then they could employ someone right away, and have them take care of your car, maybe even have it towed to the closest body shop, and all of a sudden the dynamics of a customer’s lifestyle paired with real-time customized service adds tremendous value.

What this means is the next time, you or your organization are thinking about a simple marketing strategy for increasing sales, loyalty and having epic organization growth, ask, how your brand can add value to the customer experience? What tools, habits and trends are most prevalent in your customer base?

Note: Starbucks is ahead of the curve. See here.

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
Most marketing firms talk about tactics. We help our clients see the bigger picture.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
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