Branding IS Positioning
I see it all of the time.
People post their copy for critique, but it almost always lacks any semblance of branding.
Why?
What's the adversity in cultivating your brand when you're constructing your copy?
Branding does a lot.
One of the biggest benefits of building your brand is becoming synonymous with what you're selling.
For instance...
Let's say you're selling kick scooters.
You don't want people Googling "gas powered kick scooters."
You want them Googling "Go-Ped."
Let's say you're selling a home fitness DVD set.
You don't want people searching for "work out from home."
You want them searching for P90X (yeah, you'd be so lucky if this was YOUR solution!)
Why do you think brands rule the marketing world...
...and not direct response campaigns (or at least direct response campaigns that don't lead prospects to a branded solution?)
Brands stick in people's minds.
Consumers and prospects alike remember concise, succinct, powerful... simple messages.
Brands exude an aura of trust.
After all...
The longer a brand is around, the more people buy it without even thinking.
It's established and takes precedence over the competition - simply because it's known and catchy.
Here's the thing:
To a certain degree...
...It doesn't matter how long your brand has been around.
If your product or service has a more refined look and feel than the "shady" direct response marketing campaigns out there (and you've positioned your solution perfectly,) you can create the illusion of having a long-standing reputation - almost overnight.
But here's the catch:
You actually have to take the time to intimately know how your solution affects people beyond crafting a punch-'em-in-the-face headline and/or a bunch of clever, buzz-worthy hooks.
Accomplishing this requires having the vision to see how your end-product will be presented - from the look and feel to the color scheme to your logo and header graphics.
It ALL matters when you're creating and establishing your brand in the marketplace.
This is elite copywriting, because you've got to distill all of the emotion you want to trigger and project in one fell swoop.
But if you can do that...
IF you take the time to hone in upon your brand (and the verbiage that goes along with it) BEFORE you write your copy, you'll be way better positioned to transcend the trends and be around for the long haul.
At the end of the day...
Branding IS positioning.
And if you're not positioning yourself well in front of your prospects (like a surfer getting in front of the perfect way,) you're already dead in the water.
Mark Pescetti
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More