Do you find it difficult to explain why you are smarter, better, bigger, more unique, more innovative or cheaper than your competitors? Let’s face it: sometimes that is just not true. Instead of making claims that are not true, you can also use a cunning marketing technique that – if properly executed – turns your weaker points into a strong position of your brand. Maybe it’s a tactic that you can apply yourself to your company. But before you do that, try to learn from successful predecessors first. That is why I give you a good dose of practical examples in this blog – both from the United States and from the Netherlands. Underdog Marketing: Number two does its best Source: Avis Hertz had been the biggest car rental company in the US for years when Avis – the number 2 at a considerable distance – hired a marketing agency to come up with a new position. The slogan was: ‘We’re No.2, We Try Harder’ For example, the company makes a problem (we are less successful than competitor Hertz) a USP (but because of that, we do our best). The public praised it: after years of losses, the car rental company suddenly made millions more profit. Southwest Airlines used a similar strategy: ‘We’re narrower than everyone else, they told us’ And meanwhile they tell you subtly why their service is so much better: because they simply have a small organization. They too made a strong point from a weakness. Southwest Airlines is now the second largest airline in America. The positioning of my brand The CEO also has to wait for his motorcycle Then you still have Harley Davidson. In 2001, customers had to wait a long time before they received their new V-Rod motorcycle. Waiting times are never fun when you buy something, but the engine brand has turned this weakness into a Unique Selling Point (USP). The CEO told in the media how he was 38th on the waiting list for a new V-Rod engine. He did not mind because he knew how each Harley was put together with much love and attention. Implicit message: that you have to wait so long with us, because our motorcycles are one of a kind. Quality is worth the wait. Each of these companies has looked at the market realistically: the superlatives (smarter, faster, better, cheaper) are already claimed by competitors. Instead, they base their unique selling point on what many people would consider a shortage. We can not make it more fun … Naturally, there are also Dutch examples. Anyone looking through this cringeworthy commercial will see the slogan that the Tax Authorities communicated for years: “We can not make it more fun, it’s easier.” By naming the problem immediately, you cut the grass away from your critics. We also know that no one likes to pay taxes, BUT .. and then comes the USP. Of course, the Tax Authorities do not have to compete with anyone. We from WC duck That is different for toilet cleaners. It is a product that you do not want to think about for a long time and besides: are not they all the same? WC duck is cleverly driving the spotlight with his commercial – from the eighties onwards – and it has become such a hit that you can now even use ‘we of toilet duck’ as an expression. Zeeman can of course advertise with ‘we are the cheapest’. With that you serve a target group; who really can not do otherwise, does shop with the Zeeman. With a higher budget you naturally devote to the much more fashionable exclusive expensive brands. But Zeeman is smart about it. You do not have to wear such a terribly expensive boxer shorts from an exclusive brand. This is the ultimate attainable anti-fashion statement: the Zeeman boxer. Reading tip : Content Marketing Trends 2018 Positioning for SMEs: stop deadly slogans It’s not just big companies that are smart about their weaknesses. Take Sally, a talented broker who has become the top ten in the US in a short time. Of course you need talent and perseverance for that. But despite that there is of course not much that distinguishes Sally from its direct competitors. Imagine that she had opted for calibrated broker’s message. Then you would get a positioning if: Beautiful houses for every budget The best price for your home! Gaap. Instead, she wanted a slogan that would attract your attention, differentiate her company from competitors and, moreover, simply be true. This is what she eventually came up with: If You Sold Your Home In A Week or Less, You Probably Got Too Little Do you see what I mean? Maybe Sally is not the fastest on the market when it comes to selling your house, but from that problem she has made her unique selling point. Extra advantage: if you are orienting yourself on a sales broker, many competitors will lose weight after reading Sally’s slogan. Others promise to sell your house in no time. Hmm … then they will not negotiate well. Another one. Imagine that you sell wine. For you another hundred others, right? Why should customers from all this variety choose your brand? Because you are the fruitiest or tastiest? That is what the rest says. The Californian Paul Masson devised the following simple statement decades ago: “We will sell no wine before its time.” Just like with Harley Davidson, the implicit message is again: waiting is not bad. You just get quality in return. Positioning on a problem: we do it ourselves When we started our website we had a similar problem: Many people look down on solutions that seem obvious. Yes, that is just logical thinking, I already hear them say about blogs in which we distill a process step by step into easily manageable pieces of information. Moreover, we often explain proven concepts. In fact, many of our tactics are already 5,000 years old. They have all been extensively tested in human history. The problem is obvious we made the USP sanity. With this we position ourselves completely differently from organizations that are constantly following the latest trends. Reading tip : The customer centrally. Now really! Time to identify the ‘weaknesses’ within your own company Inventing what exactly distinguishes you from the competition is a big challenge. But ask any customer or lead to your weak points and they have found a few. You can solve technical problems. Other problems such as delivery speed or pricing are much more difficult to solve just like that. These ‘weaknesses’ are, however, your key to success. Try to sweep them under the carpet and your customers will mercilessly pick them up again – especially in the online review economy. But if you emphasize them yourself and (implicitly) explain why they actually help you, you can keep a loyal clientele. A negative USP. Do you dare? Still a disclaimer: To invent a negative USP is a risky affair. It can also go the other way, that customers become cynical about it. Imagine that PostNL suddenly communicates that their package does not always arrive on time (but ..) Youp van ‘t Hek will make mercilessly mince in his column. But those who address it subtly, implicitly packaged the message clearly enough and, above all, learn from the masters of psychological marketing , have a competitive advantage over other (much tedious) brands thanks to problem-based positioning. The right texts for your positioning? Try CopyRobin. Now place a free trial Let’s block ads! (Why?)

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