Creative Marketing Solutions: Fresh, Effective Strategies for Attracting Clients and Customers from Marcia Yudkin
  Binge-Learn Courses Seminars Products Coaching About Home
Receive a PDF copy of The Marketing Attitude with your free subscription to The Marketing Minute.

Your email address is kept private!

Learn how to become a marketing consultant in 10 weeks

Contact us



The Mount Washington Method of Building Cachet

by Marcia Yudkin

Has your company passed a significant milestone, won an award or survived an ordeal? Consider what you might call the "Mount Washington method" of spreading the news.

In practically any mall or supermarket parking lot in New England, you'll find cars sporting a bumper sticker that reads, "This car climbed Mt. Washington." The highest peak in the Northeastern U.S., Mt. Washington, in New Hampshire's White Mountains, has an eight-mile toll road that's among the steepest in the nation, with a gradient as high as 18 percent in places.

Driving up isn't difficult, but driving down you run the risk of burning out your brakes or clutch, and losing control of your car. Those who have experienced the wide-eyed, white-knuckle descent regard arriving safely at the foot of the mountain as an achievement.

The bumper sticker, given out free as a receipt for the toll, evokes reminiscences in those parking lots and recommendations - "Hey, you ought to go" - from those who understand why the message isn't worded simply "Visit Mt. Washington."

Overwhelmed by Having to Describe 17 (or 1,777) Products?
Never be brain-dead again when it comes to making items sound distinctive and tantalizing. This how-to manual and brainstorming guide comes to the rescue, with the keys to effective product descriptions for print or online catalogs or sales pieces. Catalog copywriting made easy.

How can you borrow this marketing technique for your business? Think about an achievement theme for your promotional message on giveaway T-shirts, pens or calendars. Instead of just your logo, your embroidered or imprinted message for employees might be "We survived 300,000 Christmas orders," or "The race to IPO -- May 15, 2001." Legends like "ArcticTrak keeps me in shape" or "Shear Genius - the terrifying makeover" fit this strategy for customers.

You can also emphasize the difficulty of an activity to ratchet up its appeal in a perverse but popular way. Several people I know call their intensive one- or two-day seminars "boot camps," after the no-mercy Army initiation programs. Not only do most readers and listeners smile at 
this metaphor, participants sign up in the spirit of "I can take it." 

Likewise in the 1970's, a personal development program called Erhard Seminar Training or "est" got a lot of media attention for long, grueling sessions during which participants rarely got the chance to use the rest rooms. While most commentators disparaged its claim of quick enlightenment, graduates of the training would proudly tell friends and relatives that they "got it" and that they had survived the ruthless rules.

The public also responds to exclusivity and the idea of being selected while others are rejected - a twist on the Mount Washington theme of self-selection and achievement. The more judgmental the door guard at a night club, the more people who value being cool want to spend money there. 

Run Your Business From the Beach, Shangri-La or Anywhere
Got the urge to hit the road? Discover tips, tools and strategies for continuing to bring in the moolah while vacationing, traveling, moving to a temporary location or living full-time in an RV. This course resolves your "but what about..." concerns about taking off. Be a Digital Nomad. 





Take Your Business on the Road Course

Writers often feel lucky about the prospect of giving up 15 
percent of their earnings to their literary agent because it's hard for many to become the client of an agent. And while I haven't heard of physical tryouts for adventure travel expeditions, I would guess they'd attract rather than deter the intrepid.

By casting being a client, patron or employee as an achievement, you ignite curiosity, instill pride and spur word-of-mouth publicity.

Copyright 2001 Marcia Yudkin.  All rights reserved. 

No-Hype Marketing Online Courses

Create a Practical One-Year Marketing Plan

Launch Your Information Empire

Teleteach for Profit: Set Up Profitable Teleseminars & Webinars

The Mighty Postcard Marketing Course

Marketing for Introverts


Inspired! by Marcia Yudkin
Publicity Ideas from Marcia Yudkin
Copywriting Techniques from Marcia Yudkin
Web Site Makeovers from Marcia Yudkin
1999 - 2016 Creative Ways  P.O. Box 305  Goshen MA 01032. 413-563-4134  Marcia Yudkin
Privacy policy: We never share your e-mail information. Period.
Follow Marcia on Twitter | YouTube
Free Newsletter | | Speaking | | Consulting | | Mentoring | | No Blog | | Affiliates