Tag: Positioning

Learnings

What is making Säker successful?

Chris Labs

Buying a harness is part of a ritual. In most cases, people don’t actually need a harness. But they are brain-washed by the industry to believe that they do. Because a harness rarely caters to a precise need, it comes down to shopping the different options. We could compare it with buying a watch. Similar to buying a watch… Most people don’t need a watch, they could simply check the time on their phone. But the watch is a vehicle is to make a statement. Below are some of the reasons why people are using a watch. – For its … Continue reading What is making Säker successful?

Learnings

What are you actually selling? And who’s your customer?

Chris Labs

It’s crucial to determine rightfully what’s the market you’re in and who’s the customer. E.g. James had launched blue-blocking glasses and it was a great success. Then the time came to launch more products. Well, James had bought into the belief that he was selling glasses, not helping people with sleep problems. He had focused on the product, not the person. He needed to discover that he was a sleep company, not a glasses company. -Ryan Daniel Moran, 12 Months to $1 Million, p.34 Continue reading What are you actually selling? And who’s your customer?

Learnings

Make it a 7-star experience

Chris Labs

First of all, you should think what would be the 5-star experience like. We basically took one part of our product and we extrapolated: what would a 5-star experience be? Then we went crazy. A 5-star experience is: You knock on the door, they open the door, they let you in. Great. That’s not a big deal. You’re not going to tell every friend about it. You might say, ‘I used Airbnb. It worked.’ So we thought, ‘What would a 6-star experience be?’ A 6-star experience: You knock on the door, the host opens and shows you around. On the … Continue reading Make it a 7-star experience

Learnings

Where economy is a necessity most people like to defy it.

Chris Labs

When silk shirts cost $15 they became so common among laboring men that other classes went to broadcloth. My experience on cosmetics prove that a low price on perfumes, etc., does not appeal to the girl who should economize. She demands what the “best people” use. Many people around me, working at small wages, consider cost far less than I do. Suggest a thingto them because it is economical and you arouse opposition. You hurt their pride. But direct your appeal to those who do not consider cost and they like to be included. -My life in advertising, p.111 Continue reading Where economy is a necessity most people like to defy it.

Copywriting

Do not urge people to buy. Offer the priviliege of buying.

Chris Labs

Claude had advertise sweepers made in vermillion wood. So when he mailed the letters to the dealers. The letters mentioned that three vermillion wood sweepers would come in each dozen if orders were sent of once. The dealer could sell them at any price he chose. But never again could he obtain Bissell sweepers built in vermillion wood. The only condition was that the dealer must sign the agreement enclosed. He had to display the sweepers until sold […] Thus again I placed the dealer in a position where he was soliciting us. -My life in advertising, p.33 Continue reading Do not urge people to buy. Offer the priviliege of buying.

Learnings

The importance of being unimportant

Chris Labs

Customers always want lower prices. But when it comes to demanding lower prices, customers will focus first and hardest on their biggest categories of spending. Being a relatively unimportant part of your customers’ total cost structure won’t eliminate all price pressure, but it will go a long way toward making you less visible when your customers turn their attention to reducing expenses. Continue reading The importance of being unimportant