June, 2022
Have you ever thought of picking up a Domino’s pizza to go?
Think of the terrible risks you face.
For example, you could take a bad fall and dump the whole pizza right onto the filthy sidewalk.
But don't worry. You’re covered by
That’s right. If your pizza hits the fan, you and the millions of other folks who drop their pizza are covered by Domino's carryout insurance.
Get this. As Domino's says on its web site . . .
"Pizza accidents happen. That's why we're introducing free CARRYOUT INSURANCE on all carryout orders. If damage occurs to your carryout order after you leave the store, just bring it back and we'll remake it for free."
But don't think this is easy to do.
As they explain at the bottom of their web page:
"Domino's Carryout Insurance program is only available to carryout customers who return their damaged order, uneaten, in its original packaging (inclusive of an order label or receipt) to the store from which it was originally purchased within at least two hours of the time of purchase.”
So remember, if you drop your pizza, don’t scarf down a slice off the gutter.
And be sure to run back to the store within two hours. Come back fifteen minutes late and you'll get nothing!
How else could Dominos
have better positioned their product?
In a thousand ways. Here are just three that come instantly to mind . . .
- Domino's 3-topping carryout pizza costs only $7.99 (A low-price positioning)
- Domino's uses better quality ingredients (A product differentiation/superiority positioning)
- Domino's gets your carryout pizza to you quicker (A fast service/convenience positioning)
And so on.
The point of this mini positioning-analysis is to encourage you to come up with the best possible positioning for your product or service.
And then translate that positioning into persuasive copy that gets prospects to act.
And guess what? I know just the guy who can do it for you.
