Last issue, we discussed the importance of setting your product apart with a Unique Selling Proposition. So how do you create one?
In their marketing classic, Positioning, Trout and Reis propose that the easiest way to be unique is to be #1. Think Hertz, Coke, and Kleenex. Failing that, you can differentiate your product by claiming the against position. Think Avis ("We're No. 2, we try harder") and 7-Up (The Uncola). Or claim a particular market segment such as the lowest price (Wal-Mart), the coolest design (Apple), Marlboro cigarettes for men, Virginia Slims for women.
Ideally, you can find an actual feature that offers a clear benefit, such as the Dyson Ball Vacuum that purportedly steers more easily. It may take some digging. More on that next time.
Just for Fun
"Design my website for free"
Video created on a website that lets you type in dialog and generate an animated clip. (1:21 min.)
In a Word
"Although" vs. "While"
"Although our service offers many advantages, you may find particular benefit in ...."
Beginning with "although" primes your reader to expect a second part to the statement. But it negates or diminishes the first half.
Better to use "while" in such instances. It prepares readers to digest a two-part statement, while suggesting that both parts are true.
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.