Creating a Unique Experience for Every Client

Creating a Unique Experience for Every Client

Intro by Skip Cohen

Sarah Petty’s blog, Joy of Marketing, is loaded with solid content. I love wandering through her archives and stumbled across this little gem. While it’s part of Sarah’s blog, it was written by Erin Verbeck a few years back. Erin is the Chief Joy Officer at the Joy of Marketing and a non-stop contributor to excellent business/marketing tips, content and working with Sarah to help artists raise the bar on the quality of their business!

At the time Erin wrote this post the video had only been seen by a million people. Today, just a few years later it’s over eight million, but I’m betting many of you haven’t seen it. As you watch the video, think about your own business and what you could be doing to be more memorable.

Being different from your competitors isn’t just about the quality of your work but your ability to create an experience. Your success is dependent on building a relationship with each client, exceeding expectations and making yourself habit-forming!

Remember, we’re a word of mouth business, and a client who’s ecstatic about their experience with you is going to share the experience over and again with friends and family!


To succeed as boutique business owners, we have to create a lasting impression for our clients when they have an experience with us. We must own a position in their minds if they are going to become lifelong clients of our business and we want to build customer relationships.  I talked several months ago in this blog about owning a word in the minds of your customers and how important this is. The big brands do this every day by investing millions of dollars on marketing. But their audience of potential clients is much larger than yours.

A friend of mine recently shared this video of Coca-Cola and an experience the brand created for a group of college kids in order to own the word happiness. Check it out!

While Coke invested a very small portion of their marketing budget to reach this group of college kids, the video of the experience they created has now been seen by over a million people. Well worth the small investment to own the
word happiness!

Rather than holding a place of insignificance or even a position devoid of emotion in your clients’ minds, strive to stand out. Be different. Make an impression! Tightly link your business with strong feelings and memories in the minds of your clients.

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This article was written by
Sarah Petty

Sarah is a New York Times best-selling author, highly-acclaimed speaker, author, MBA and coach who started her own boutique photography studio after working for Coca Cola for 20 years and then meeting the marketing goals of a top regional advertising agency’s clients. She attributes the rapid growth of her boutique photography studio, which was named one of the most profitable in the country within just five years in business by PPA, to the creation of her own strong brand. Click on Sarah's photograph to visit her blog.

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