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10-26-2009, 11:10 AM
| #1 |
| The Wandering Businessman War Room Member  Join Date: Jan 2008 Location: The Globe
Posts: 1,209
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Thanked 755 Times in 196 Posts
|  How To Compete In A Flooded Market
So you've just created your first product and you're working on the sales letter. You're doing some research on how to best position the product when you realize there are already 15 other products that do exactly the same thing as yours does... Whoops! How can you sell your product in a crowded marketplace? I'm going to show you. Just read on. It's all about positioning. Joe Sugarman is a genius of positioning. One of my favorite ads of his was for a thermostat that was just plain ugly. When the ad was written, thermostats were starting to use LCD's and had nice buttons and were just plain nice. But he had chosen to sell the "Magic Stat Thermostat" which had none of these features. So how did he sell a "clearly inferior" product successfully? His headline read "Magic Baloney". He then tore into the thermostat with everything he had. He explained why he hated the thermostat... until he realized how much better it was than all the rest. So, by positioning the thermostat as something ugly and old, he was then able to turn people's minds around. He didn't start out by boasting about how great the product was, just like everyone else. He wouldn't have sold a single unit like that. Turns out, people just wanted a thermostat that was easy to install and lasted forever. That's what he gave them with this ad. As you can see, if you position your product differently than all the rest, you're going to create something worthy of being bought. Take the time to find out why people would want to buy your product, then create a unique way of letting people know about it. When you do, you're onto a winner. |
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10-26-2009, 11:28 AM
| #2 |
| Cash Creating Copywriter War Room Member  Join Date: Feb 2007 Location: Philadelphia, USA
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Thanked 588 Times in 205 Posts
| Re: How To Compete In A Flooded Market
Chris, best book I've ever read on positioning...  Amazon.com: Blue Ocean Strategy: How to Create... Closely followed by... Trout and Ries... Amazon.com: Positioning: The Battle for Your... |
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10-26-2009, 11:44 AM
| #4 | |
| The Wandering Businessman War Room Member Join Date: Jan 2008 Location: The Globe
Posts: 1,209
Thanks: 142
Thanked 755 Times in 196 Posts
| Re: How To Compete In A Flooded Market Quote:
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10-26-2009, 11:49 AM
| #5 |
| Marketing Strategist War Room Member  Join Date: Jan 2003 Location: Punta Gorda, FL, USA.
Posts: 3,242
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Thanked 1,130 Times in 500 Posts
| Re: How To Compete In A Flooded Market
That's what Dan Kennedy calls a "damaging admission" and it still works especially in the IM field where everybody wants to make you a millionaire overnight. -Ray Edwards |
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10-26-2009, 12:13 PM
| #6 |
| ResultsCopywriting.com War Room Member  Join Date: Feb 2007 Location: San Diego, Ca
Posts: 909
Thanks: 265
Thanked 573 Times in 210 Posts
| Re: How To Compete In A Flooded Market
Nice post Chris... A Halbert quote I really like... "If you have great copy, competition really isn't an issue." He supposedly said that to Craig Garber at one point. I think it's a great quote. Peace, -Scott |
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| compete, flooded, market |
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