Traditional positioning is done via 2 competing forces
1. Price
2. Uniqueness
Uniqueness relates to the degree of differentiation, which can be divided into 2 main areas:
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positioning
Just found this very insightful blog post: What's billed as "branding" is often little more than unified graphic design. But you rarely hear an agency executive say that, for one simple reason: It doesn't make financial sense. A "unified graphics effort" may produce $10,000 in agency fees. But deliver the same work and call it [...]
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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.
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Response is totally DESTROYED when an advert starts off with Our company, blah blah, was established in 1890, when the railroads were built, by our grandfather. As a family owned business for 75 years we have got the experience to blah blah.
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