Positioning Is Like Magic

by John McIntyre

In today’s Drop Dead Copy video session:

00:20 – Positioning is the closest thing to magic I’ve ever seen.
00:32 – With the click of a button, positioning can transform a “nobody” into “somebody”.
00:52 – Classic positioning example, Hertz and Avis.
01:37 – Avid used positioning when they said “we try harder”.
02:28 – Read the Positioning book.
03:23 – Interviews give position the interviewee as an expert.
03:41 – In one instant, they’ve gone from nothing to something.
03:54 – You’re using positioning to take someone who doesn’t exist in the marketplace and make them a player.

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