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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
March, 2003
Volume: 18 Number: 3
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How to position your product correctly
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Smart marketers spend a lot of time deciding how to
"position" their products or services in the consumer's
mind.
And well they should. There are a HUGE number of ways
to
position any product, and success depends on finding just
the right one.
For example, if you're selling software, you can position
your application as:
+ The cheapest
+ The most feature-rich
+ The easiest to use
+ The choice of power users
+ The right choice for novices
+ The securest
And on and on . . .
If you DO choose the right positioning for your product
or service, and communicate it forcefully to your target
audience, you can ultimately build a strong brand
identity that can have enduring value.
NOTE: If you want to read a terrific book on the subject,
check out "The 22 Immutable Laws of Marketing" by Al Ries
& Jack Trout. You can order a copy at:
http://www.levison.com/books/
As you are probably aware, a lot of the thinking about
product positioning is by now well known. What's REALLY
interesting is to see how terrific, creative companies
explore surprising, innovative new positionings that rake
in money.
Let's take a look at just such an enterprise . . . Subway,
the fast-food sandwich company.
Sure. Subway goes to war with their competitors on the
familiar fast-food battlefields: convenience,
price/value, product excellence, etc.
But what Subway came up with a while ago was a unique
advertising campaign featuring a brand new positioning
and a pleasant young man named Jared Fogle.
Remember him? Jared is the guy who lost 245 pounds by
eating nothing but low-fat Subway sandwiches for almost a
year. He and his grotesque baggy pants became proof that
Subway is a great place to go for low-fat, healthy food.
Of course Subway kept plugging their foot-long,
cholesterol-rich pastrami sandwiches and the like. But
their new campaign, reflecting a new "eat low-fat"
positioning, opened the door to a whole new market
and a zillion new customers walked through the door
and right up to the cash register.
The bottom line? Subway maintained their core base of
customers but attracted brand NEW customers by presenting
a NEW WAY OF THINKING about Subway.
That's the point. If you can think in a fresh, new way
about your product, and reinvent it through an
innovative repositioning, the world will beat a path
to your door.
It worked for Subway. It will work for YOU.
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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Copyright 2005, by Ivan Levison, All Rights Reserved.
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