Page 112 - Duct Tape Marketing

96 Part II: Sharpening Your Marketing Focus

Figure 7-1: Your + Your Your Your Your
This formula Name Business Positioning
Description + Point of + Market = Statement
helps you Distinction Description
build a

positioning
statement.

Your desired position must be

ߜ Available
ߜ Consistent with the character and offerings of your business
ߜ Believable and desirable to the target market

As you write your statement, avoid these traps:

ߜ Don’t try to duplicate a position in an already crowded category.
ߜ Don’t base your distinction on a pricing or quality difference that a

competitor can take from you. For instance, you’re only egging your
competitors on if you position yourself as “the lowest priced” or “the
most creative.” With effort, a competitor can beat you on either front.
ߜ Don’t hang your hat on a factor you can’t control. For example, too
many resorts have ended up red-faced after positioning themselves as
“the region’s only five-star resort,” only to lose a star or have a competi-
tor gain one.

Conveying Your Position and Brand
through Tag Lines

Your tag line is the phrase that helps consumers link your name to your busi-
ness brand and position. A tag line (also called a slogan) provides consumers
with a quick, memorable phrase that gives an indication of your business
brand and position in just a few words.

The New York Times is famous for its tag line, “All the news that’s fit to print.”
BMW ads say, “The ultimate driving machine.” Altoids became famous with,
“Curiously strong peppermints.” www.adslogans.co.uk/hof/ has tag lines
compiled by the Advertising Slogan Hall of Fame.