know what you're really selling?
I just saw a
commercial for Jello and was struck by the way they "positioned" their widely-used
have positioned Jello as:
. . . and so on.
Instead, the tag line of the commercial asked the following question:
make a snack? Make fun!"
So there you
have it. The Jello folks thought long and hard about what they were actually
selling and decided that the most compelling answer was "fun."
take a look at a recent commercial for Golden Corral restaurants. What are they selling? Great food? Low prices? Not really. The tagline for their TV
spot urges the viewer to "Help yourself to happiness." The payoff, it turns
out, isn't the steak or the shrimp but "happiness."
Let me give
you one more example of how sophisticated marketers are selling unexpected
Redenbacher's popcorn just started running four nationwide TV spots with the
tagline "Spending time together: That's the power of Orville Redenbacher."
great about Orville's popcorn? Not the flavor, not the low calories, not the
fiber, not the low cost. Nope. The surprising benefit that the brand is touting
the point of all this?
it pays to think about what you are actually selling. Is it the obvious features/benefits
of your product or service, or can you dig deeper and discover more emotionally
true benefits that resonate with the prospect?
like me to help you with this important task, or need me to write email, Web
copy, direct mail, or anything else, give me a call at (415)
461-0672 and let's
talk. What kind of results can I get for you? CLICK HERE to find out.
If you want to reach
senior executives, and end-run receptionists and administrative assistants,
CLICK HERE to read Joanne Black's excellent new article called How To Bypass The
Joanne is a pioneer in
the field of referral marketing. I also suggest that you CLICK HERE to sign up for her free
newsletter. It always contains powerful information!
|How to get in touch with Ivan Levison . . .
Phone: (415) 461-0672
Fax: (415) 461-7738
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