Over 30,000 new consumer products are launched annually. Those products need to be introduced, explained, and differentiated to the market.
But if you’ve ever tried to bring a revolutionary product to market, you know that helping people understand what it is and why it matters can be challenging.
You’ve got a great product—and it’s going to change lives. But you’re not going to get very far unless you can tell people what that product is. In marketing-speak, this is known as positioning. Positioning is essential because it helps customers understand the value on offer. Rather than force them to burn calories (and brain power) figuring out what you’re selling and why it may be helpful to them, a positioning line provides a bridge.
Let’s take a look at some instances of words in the wild that simply work.
The bounce back
Often when grappling with a positioning challenge, I’ll use the word “the” as a way to crack the yeah-but-what-is-it? It’s a classic brand copywriting method: 7UP used it when it dubbed itself “the un-cola.” Another line comes from Porsche: “The hot rod for high society.”
I was reminded of this age-old marketing puzzle when I came across the intriguing collection of shampoos and conditioners at the pharmacy (featured above). Each has a little positioning line that packages the product in a few words: The moisture smoothie. The truly unruly. The bounce back. Little cookies for the mind.
Brilliantly, these bottles not only give the audience a positioning line to help them understand the product, but these lines are all benefits as well.
Hello, my name is monologue.
I pulled into a parking spot the other day and came face-to-face with this Amazon container. In just a handful of words (micro-copy, really), the object introduces itself, tells me what it does and why it matters to me.
That’s the value of good copy—and it’s what MarketSmiths best. Have a look at some of the projects we’ve elevated.
Don’t let the sun catch you sleeping.
In my quest to convert from a night owl to an early bird, I watched a tutorial video In the final moments, the narrator shouts an encouraging line: “Never let the sun catch you sleeping!”
I was so struck by this line—the truthfulness! The energy! The wit! I assumed it was a bit of old wisdom that I’d never heard before.
Later, I looked it up and it appears that the phrase originates with this video, which was made in 2010! Discovering a fresh expression out in the wild is exciting—and persuasive too. I felt like I’d been given something to aspire to; a special key that unlocked a new way of thinking.
Let’s unpack what makes the phrase so compelling::
- It’s an imperative—a directive, an order. So by its nature, it forces your brain to perk up because it seems like it’s addressing you and telling you to do something.
- It personifies the sun. In this line, the sun is a character of sorts; one who’s perhaps on the prowl for sleepyheads like me. In any case, you don’t want to be “seen” by this figure.
- “Catch” is an amazing verb. It’s so fast and lively—it literally sounds like what it says. I’m reminded of speedy phrases like “catch me if you can” or “playing catch-up.” Here it brings snap and vigor to the line.
- “Let” is an interesting verb. It takes on a sort of finger-wagging tone, but with a grin, as if to sing, “Ah-ah-ah! Don’t go there!”
- “You” naturally appeals to audiences. According to Dale Carnegie, there is no sweeter sound to a human than the sound of his or her own name. And I’ll bet “you” is a close second.
- It begins with a punchy monosyllabic word. “Don’t” hits the top of the sentence hard, whereas a two-syllable alternative like “never” reads a bit squishy. And don’t forget: the final “t” sound of “Don’t” and “let” pair nicely together.
All of these elements combine to make a pithy, memorable, and instructive line. Your life is improved for having heard it—and if you put it into practice, so much the better.
I’ll stop there, but suffice it to say there are many words in the wild to inspire if you keep your eyes and mind open!
Now over to you:
How does your brand language read out in the wild? MarketSmiths can serve as a sounding board—and if it’s a clearer mission, crisper value prop, or punchier web copy you need? Yeah, we can do that too.
