Positioning
45
Pick ONE How To Create Your Uniqueness
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http://www.psychotactics.com/uniquenessmastery Positioning statement or uniqueness has always been well-known since Al Ries and Jack Trout, first wrote the book on positioning statements. But the problem lies with the fact that most of these examples in positioning and branding books are outdated. And of course, no one is telling you how you can go about your own branding. So you're stuck. What you need is a step-by-step system to get your uniqueness across. And here's the answer to that age old problem of getting your positioning statement in place. Watch this video and you'll see for yourself how to solve your problem.So there you have it: Getting your positioning or uniqueness is easy. Be sure see the others in this series as well. And there's more at http://www.psychotactics.com/uniquenessmastery
Transcript of Positioning
Pick ONEHow To Create Your Uniqueness
How much would you pay for a 1GB flash drive?
$5
$15$79
How much would you pay for a 1GB flash drive?
$79$19
What’s Your Question?
The Goal of Uniqueness
The Brands We Know So Well
Subway: 6 Grams of Fat
Domino’s: 30 Minutes—Or It’s Free!
Timberland: 100% Waterproof
FedEx: Overnight DeliveryWhen It Absolutely, Positively Has To Be There Overnight!
Volvo: Safety
But These Are OVERUSED Examples
Small Budgets. Atom-Sized Companies
How Do We Get To ‘Why’?
WHY for a yoga class
WHY for a book you’ve written
WHY for a brand new service
Getting To Uniqueness
Housekeeping1. Duration of Presentation2. Get Light Refreshments3. Have a Paper/Pen Handy
Agenda1. The Search for Uniqueness2. Simple System3. Common Mistakes
The Search
The Search1. Features | Feedback | Playing Emperor2. Why Playing Emperor Is Very Effective3. How Successful Brands Play Emperor
Features | Feedback | Playing Emperor
Yoga ClassFeaturesFeedbackPlay Emperor
Features1) Clean Yoga Mats2) Expert Teacher3) Clean Bathrooms4) Convenient Location5) Simple Instruction
Yoga Class
Feedback1) Good Parking2) No Supermodels3) Reasonable Pricing4) Friendly Teacher5) Simple Instruction
Yoga Class
Play Emperor1) Small Group2) Organic Carrot Juice3) Following Moon Phases4) Injury-Free5) Yoga Homework
Yoga Class
Small GroupOrganic Carrot JuiceFollowing Moon PhasesInjury-FreeYoga Homework
Yoga Class
Good ParkingNo SupermodelsReasonable PricingFriendly TeacherSimple Instruction
Clean Yoga MatsExpert TeacherClean BathroomsConvenient LocationSimple Instruction
Features Feedback Play Emperor
Small GroupOrganic Carrot JuiceFollowing Moon PhasesInjury-FreeYoga Homework
Yoga Class
Good ParkingNo SupermodelsReasonable PricingFriendly TeacherSimple Instruction
Clean Yoga MatsExpert TeacherClean BathroomsConvenient LocationSimple Instruction
Features Feedback Play Emperor
Playing Emperor
Why It’s Effective!
Brands Playing Emperor
Domino’s: 30 Minutes—Or It’s Free!
Chocolate Sauce
Sexy Delivery
30 Minute Delivery
NZ Cheese Thick Crust
Timberland: 100% Waterproof
20% Harder Soles
100% Waterproof
Warmest Shoes
Hand-Stitched Colour Choice
FedEx: Overnight DeliveryWhen It Absolutely, Positively Has To Be There Overnight!
Precious Items
Oversized Packages
Cheapest
OvernightSheep
Volvo: SafetySafest
Fastest
CheapestFamily Sized Mileage
Yoga: Injury-Free
Organic Carrot Juice
Injury-Free
Following Moon Phases
Small Group
Homework
Copywriting Service
High-Emotion Copy
10-Day Turnaround
35 Years Experience
Specialise in Wine Co’s.
SEO Copy
Subway: Uniqueness Thrust On Them
Play Emperor | Pick ONE
Summary1. Features | Feedback | Playing Emperor2. Why Playing Emperor Is Very Effective3. How Successful Brands Play Emperor
Steps To UniquenessNEXT
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