The Levison Letter

Do you know what you're really selling?

September, 2009


I just saw a commercial for Jello and was struck by the way they "positioned" their widely-used product.
 
They could have positioned Jello as:
  • The delicious dessert
  • The inexpensive dessert
  • The low-calorie dessert
  • The all-American dessert
. . . and so on. Instead, the tag line of the commercial asked the following question:

"Why just make a snack? Make fun!"

 
So there you have it. The Jello folks thought long and hard about what they were actually selling and decided that the most compelling answer was "fun."
 
Or let's take a look at a recent commercial for Golden Corral restaurants. What are they selling? Great food? Low prices? Not really. The tagline for their TV spot urges the viewer to "Help yourself to happiness." The payoff, it turns out, isn't the steak or the shrimp but "happiness."
 
Let me give you one more example of how sophisticated marketers are selling unexpected benefits.
 
Orville Redenbacher's popcorn just started running four nationwide TV spots with the tagline "Spending time together: That's the power of Orville Redenbacher."
 
So what's great about Orville's popcorn? Not the flavor, not the low calories, not the fiber, not the low cost. Nope. The surprising benefit that the brand is touting is togetherness.
 
So what's the point of all this?
 
Simply, that it pays to think about what you are actually selling. Is it the obvious features/benefits of your product or service, or can you dig deeper and discover more emotionally true benefits that resonate with the prospect?
 
If you'd like me to help you with this important task, or need me to write email, Web copy, direct mail, or anything else, give me a call at (415)
461-0672 and let's talk. What kind of results can I get for you? CLICK HERE to find out.



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Check it out!
Joanne Black If you want to reach senior executives, and end-run receptionists and administrative assistants, CLICK HERE to read Joanne Black's excellent new article called How To Bypass The Gatekeeper.
 
Joanne is a pioneer in the field of referral marketing. I also suggest that you CLICK HERE to sign up for her free newsletter. It always contains powerful information!

 Joanne Black
How to get in touch with Ivan Levison . . .
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Phone: (415) 461-0672
E-mail: ivan@levison.com
Fax: (415) 461-7738
Visit my Web site
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Ivan Levison. Direct Mail, Email & Advertising Copywriting
14 Los Cerros Drive, Greenbrae, CA 94904
Phone (415) 461-0672      Fax: (415) 461-7738
E-mail: ivan@levison.com

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