Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Why Problem-Based Positioning Is A Psychological Magnet

by Sean D'Souza  |  
April 8, 2003
  |  11,501 views

Are you struggling to create a memorable positioning statement for your marketing? Do you want to stand out from your competition, but the uniqueness of your business seems to elude you?

Here's a sneaky, vital secret that turns conventional marketing psychology on its head. By changing your positioning statement, find out how to transform your weakest link into your strongest marketing tool ever!

Avis Is Only Number 2. So Why Go With Them?

Years ago, in the rental car market, Hertz was chugging along merrily, with Avis a distant second. With one Problem-Based USP, Avis closed the gap. Its catch phrase, "We're No.2, We Try Harder," ignited the minds of the target audience like a rampaging bush fire. They turned a liability into an asset.

Southwest Airlines took to the skies with a similar message. We're Smaller Than Everyone Else, it told us, while gently explaining why its service was dramatically better, as a direct consequence of their size. They also turned a liability into an asset.


In 2001, Harley Davidson proudly boasted how their CEO was 38th on the waiting list for the company's then, new V-Rod motorcycle. And they took pains to describe how each Harley was lovingly rolled off the plant. The waiting period, which normally would be perceived to be a negative, was turned into a publicity coup that burned a stamp of quality and a uniqueness into the brains of every prospective Harley owner.

All of these companies took a cold, hard-nosed look at reality. The superlatives in their business had been taken. Instead they unearthed their USP, in what most people would consider a disadvantage of sorts.

Are You Doing What Sally Did?


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Sean D'Souza uses age-old psychology, marrying it to modern technology, on his Web site, psychotactics.com. Can "psychological tactics" make a difference? Go there and find out.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!