
"Honey, We Need To Try A New Position"
You're excited about it...
You know it should sell big.
The whole project bombs, or at best barely breaks even.
What went wrong?
Lucky for you...you have a buddy named David...even luckier, you have his number on speed dial...he's one of the world's greatest copywriters...not to mention the fact his agency has spent millions and millions on testing...and spent billions on advertising.
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YOU: "Hey David, I wrote a piece for this super great product and I got nothing. The sales weren't there, the phone didn't ring...it's like the piece just got lost somewhere in the universe."
DAVID: "Send me a copy of your work."
Two days later...
DAVID: "You're using the wrong position."
YOU: "Huh?"
DAVID: "We have learned that the effect of your advertising on your sale depends more on this decision than any other: How should you position your product?"
"Should you position SCHWEPPES as a soft drink -- or as a mixer?"
"Should you Position DOVE as a product for dry skin or as a product which gets hands really clean?"
"The results of your campaign depend less on how you write your advertising than on how your product is positioned...it follows that positioning should be decided before the advertising is created."
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In case you haven't figured it out, I'm quoting from David Ogilvy.
You might want to read his statement again...position is more important than how you write your piece.
What are you selling? Is it a marketing plan...
Are you positioning it as a way to get rich?
Would it be better to position it as a way to enjoy more time with family?
More time to travel?
The ability to live in exotic places?
What if you're selling shoes...
Are you positioning your piece to focus on how good the shoes look?
How comfortable they are?
How they can relieve back pain?
Your sales piece should position your product right from the get-go.
Look over some of the work you've done...could you have positioned the product better? Maybe go back and give it another try.
The other day I did a post where I said you can take products that hadn't done good before and turn them into money makers...maybe they were positioned wrong by someone else.
To put this post in a nutshell...the most important thing that can make or break your piece...the most deciding factor between success and failure...the thing that can leave you struggling or have you enjoying the good life...is how you position your product.
Once this concept sinks in, it'll be like a light bulb being turned on.
Here's the link to the quote...(the first paragraph is the source of the quote)
Ogilvy & Mather Direct Ad # 4: “How To Create Advertising That Sells”
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