So just what are these 2 most important and most forgotten words in marketing and advertising?
I cannot recall who taught me the importance of these words, but it was very early in my marketing career. I do believe that they have been very helpful, if not key to my successes - and also when I look at things they did not work so well it was usually because I had not used them.
The words are:
- ONLY
- UNLIKE
At least one, if not both should always be associated with your brand positioning and copy strategies. I try and always insist they are in any of these I see.
They both force you to think and clearly identify what makes you UNIQUE, DIFFERENTIATED or DISTINCTIVE from your competitive set. They are what you want your target to be persuade by.
If you can't complete a sentence for your brand with either or both those words in right now, you need to ask if you are just a me-too.
I tend to try and use the ONLY word in the benefit and the UNLIKE in the reason to believe as it also helps to identify who is the enemy/ competition / source of business.
Try it right now:
ONLY (my brand).........
Tuesday, April 29, 2008
What are these 2 most important and most forgotten words in marketingand advertising?
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1 comment:
Yes. Only is an important word, but more importantly so if and only if your product or brand is number one in its category. That is when it is best differentiated. And until you are number one, you are not sufficiently differentiated, regardless of 'only' or 'unlike'. Thanks for the post.
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