How To Compete In A Flooded Market

Chris Ramsey · 10-26-2009, 11:10 AM

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.

Ross Bowring · 10-26-2009, 11:28 AM

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...

Metronicity · 10-26-2009, 11:41 AM

And here's the "Magic Baloney" -

Popular Science - Google Books

Chris Ramsey · 10-26-2009, 11:44 AM

Quote:

Originally Posted by Metronicity

And here's the "Magic Baloney" -

Popular Science - Google Books

I was actually looking for this link for the post. Thanks for finding it!

Raydal · 10-26-2009, 11:49 AM

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

Scott Murdaugh · 10-26-2009, 12:13 PM

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

10-26-2009, 11:10 AM	#1
Chris Ramsey TheHypnoticCopywriter.com War Room Member Join Date: Jan 2008 Location: Orlando, FL Posts: 505 Thanks: 74 Thanked 138 Times in 71 Posts Social Networking Contact Info	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
Ross Bowring Former Stutterer War Room Member Join Date: Feb 2007 Location: Philadelphia, USA Posts: 120 Thanks: 23 Thanked 26 Times in 26 Posts Social Networking	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, 11:41 AM	#3
Metronicity Whacked-Out Copywriter War Room Member Join Date: Jan 2009 Location: Paris via Sydney Posts: 654 Blog Entries: 1 Thanks: 138 Thanked 113 Times in 74 Posts Social Networking Contact Info	Re: How To Compete In A Flooded Market And here's the "Magic Baloney" - Popular Science - Google Books
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10-26-2009, 11:49 AM	#5
Raydal Copywriting Coach War Room Member Join Date: Jan 2003 Location: Punta Gorda, FL, USA. Posts: 2,376 Thanks: 46 Thanked 428 Times in 222 Posts Social Networking	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
Scott Murdaugh ResultsCopywriting.com War Room Member Join Date: Feb 2007 Location: Springfield, Mo USA. Posts: 571 Thanks: 92 Thanked 169 Times in 87 Posts Social Networking Contact Info	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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