positioning

August 9, 2008

• Product Differentiation and Positioning

  Traditional positioning is done via 2 competing forces

  Price
  Uniqueness

  Uniqueness relates to the degree of differentiation, which can be divided into 2 main areas:

  Merchandise
  Support

  And produces the following possibilities:

  An offer differentiated by both merchandise and support can be classified as a system
  Undifferentiated by both merchandise and support then the offer is a commodity (common, like bread and milk)
  Differentiated by merchandise but not by support and the offer is a product
  Differentiated by support but not by merchandise and the offer is a service

  This produces a declining scale of uniqueness: System > Product or Service > Commodity
  And the customer is the final judge and jurer on this matter. (…)

May 24, 2008

• Hook And Reel Them In | Copywriters Best Friend

  One of the copywriters best friends is the 'hook point'.

  Using a hook, the copywriter forces the reader to latch on to the copy until his curiosity and hope that the hook point instils becomes satisfied.

  In simple terms. The hook is the big attention grabber of the sales piece.