August 9, 2008
- Product Differentiation and Positioning
Traditional positioning is done via 2 competing forces
Price
UniquenessUniqueness relates to the degree of differentiation, which can be divided into 2 main areas:
Merchandise
SupportAnd 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 serviceThis 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.

















