“Positioning is like finding a seat on a crowded bus”
Most brands sleepwalk onto the bus and sit on top of one another.
The smart brands look left, right, find an empty row, paint their logo on it and sing sweetly like the Sirens.
I spent the last few weeks thinking about how brands differentiate themselves
Thread 🧵
“Positioning is like finding a seat on a crowded bus”
Most brands sleepwalk onto the bus and sit on top of one another.
The smart brands look left, right, find an empty row, paint their logo on it and sing sweetly like the Sirens.
*Your goal is to own a space in the customer’s mind. You do this by differentiating yourself.*
Differentiation is not a dark art. It's something you can learn. Here’s the different ways to achieve it:
Point at the status quo and pit yourself against it. Contrast burns your brand into the customer's mind.
• Hey pit themselves against mainstream email
• Lemonde pit themselves against insurance stereotypes
• “I'm a Mac” pit themselves against the PC
Think Patagonia and the environment, Ben and Jerry's and social justice, Black Rifle Coffee and gun rights.
Some will hate it. Others will rally behind you. And that's the point. Fence sitters don't buy.
When Drift launched in 2016 they were just another startup in the mushy bucket of live chat software.
How to stand out?
Well, they reframed live chat as “conversational marketing” and made it their mission to own this new category.
Turn yourself into the product and no one can compete with you.
Think Kanye’s shoes, Nigella's cookbook, Wicks’s workout.
Instead of trying to be everything for everyone go all-in on one niche or one feature.
Limitation makes you easy to sum up. Being easy to sum up makes you memorable.
• Contrast - Marketing content was fluffy. My goal was no fluff
• Personality - Well, I write them all
• Limitation - Just examples. No agency, jobs board, etc...
Positioning isn't something you make up on a whim.
Behind great positioning is a story. Positioning is the TLDR. The story makes it memorable.
Look at Drift. Conversational marketing isn't plucked out the sky. It's the final bullet point in their story.
If you learnt something you might like my weekly newsletter. More short, sweet and practical case studies :)
Over and out — Harry
https://t.co/7gnJQydfDz
More from Harry's Marketing Examples
More from Marketing
A thread of marketing tools. Some you may have heard of, some you definitely haven't.
Each link is an affiliate link. The 98 tools linked to here are just a small part of the 5k+ tools listed on https://t.co/3wamEl3B3Q
1/99
Logic Hop
https://t.co/yohwqYclMi
Logic Hop brings content personalization to WordPress. Personalized marketing is suddenly easy: more sales, more leads, and more revenue. Plus, integration with the services you already use.
2/99
Improvely
https://t.co/bXiZPYQk4Y
Improvely shows you where your conversions and revenue are coming from so that you can spend more time on marketing that works, and stop wasting money on poorly converting traffic
3/99
HumCommerce
https://t.co/vgdCvgajpx
An analytics tool which records ALL visitor activities. It even tells you keywords for which you’re ranking on Google and Bing!
4/99
OptInMonster
https://t.co/m7Tvrgwue3
Powerful lead generation software that converts abandoning visitors into subscribers with our dynamic marketing tools and Exit Intent® technology.
5/99
Each link is an affiliate link. The 98 tools linked to here are just a small part of the 5k+ tools listed on https://t.co/3wamEl3B3Q
1/99
Logic Hop
https://t.co/yohwqYclMi
Logic Hop brings content personalization to WordPress. Personalized marketing is suddenly easy: more sales, more leads, and more revenue. Plus, integration with the services you already use.
2/99
Improvely
https://t.co/bXiZPYQk4Y
Improvely shows you where your conversions and revenue are coming from so that you can spend more time on marketing that works, and stop wasting money on poorly converting traffic
3/99
HumCommerce
https://t.co/vgdCvgajpx
An analytics tool which records ALL visitor activities. It even tells you keywords for which you’re ranking on Google and Bing!
4/99
OptInMonster
https://t.co/m7Tvrgwue3
Powerful lead generation software that converts abandoning visitors into subscribers with our dynamic marketing tools and Exit Intent® technology.
5/99
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**Thread on Bravery of Sikhs**
(I am forced to do this due to continuous hounding of Sikh Extremists since yesterday)
Rani Jindan Kaur, wife of Maharaja Ranjit Singh had illegitimate relations with Lal Singh (PM of Ranjit Singh). Along with Lal Singh, she attacked Jammu, burnt - https://t.co/EfjAq59AyI
Hindu villages of Jasrota, caused rebellion in Jammu, attacked Kishtwar.
Ancestors of Raja Ranjit Singh, The Sansi Tribe used to give daughters as concubines to Jahangir.
The Ludhiana Political Agency (Later NW Fronties Prov) was formed by less than 4000 British soldiers who advanced from Delhi and reached Ludhiana, receiving submissions of all sikh chiefs along the way. The submission of the troops of Raja of Lahore (Ranjit Singh) at Ambala.
Dabistan a contemporary book on Sikh History tells us that Guru Hargobind broke Naina devi Idol Same source describes Guru Hargobind serving a eunuch
YarKhan. (ref was proudly shared by a sikh on twitter)
Gobind Singh followed Bahadur Shah to Deccan to fight for him.
In Zafarnama, Guru Gobind Singh states that the reason he was in conflict with the Hill Rajas was that while they were worshiping idols, while he was an idol-breaker.
And idiot Hindus place him along Maharana, Prithviraj and Shivaji as saviours of Dharma.
(I am forced to do this due to continuous hounding of Sikh Extremists since yesterday)
Rani Jindan Kaur, wife of Maharaja Ranjit Singh had illegitimate relations with Lal Singh (PM of Ranjit Singh). Along with Lal Singh, she attacked Jammu, burnt - https://t.co/EfjAq59AyI
Tomorrow again same thing happens bcoz fudus like you are creating a narrative oh Khalistan. when farmers are asking MSP. (RSS ki tatti khane wale Kerni sena ke kutte).
— Ancient Economist (@_stock_tips) December 5, 2020
U kill sikhs in 1984 just politics. To BC low IQ fudu Saale entire history was politics.
Hindu villages of Jasrota, caused rebellion in Jammu, attacked Kishtwar.
Ancestors of Raja Ranjit Singh, The Sansi Tribe used to give daughters as concubines to Jahangir.
The Ludhiana Political Agency (Later NW Fronties Prov) was formed by less than 4000 British soldiers who advanced from Delhi and reached Ludhiana, receiving submissions of all sikh chiefs along the way. The submission of the troops of Raja of Lahore (Ranjit Singh) at Ambala.
Dabistan a contemporary book on Sikh History tells us that Guru Hargobind broke Naina devi Idol Same source describes Guru Hargobind serving a eunuch
YarKhan. (ref was proudly shared by a sikh on twitter)
Gobind Singh followed Bahadur Shah to Deccan to fight for him.
In Zafarnama, Guru Gobind Singh states that the reason he was in conflict with the Hill Rajas was that while they were worshiping idols, while he was an idol-breaker.
And idiot Hindus place him along Maharana, Prithviraj and Shivaji as saviours of Dharma.
THREAD: 12 Things Everyone Should Know About IQ
1. IQ is one of the most heritable psychological traits – that is, individual differences in IQ are strongly associated with individual differences in genes (at least in fairly typical modern environments). https://t.co/3XxzW9bxLE
2. The heritability of IQ *increases* from childhood to adulthood. Meanwhile, the effect of the shared environment largely fades away. In other words, when it comes to IQ, nature becomes more important as we get older, nurture less. https://t.co/UqtS1lpw3n
3. IQ scores have been increasing for the last century or so, a phenomenon known as the Flynn effect. https://t.co/sCZvCst3hw (N ≈ 4 million)
(Note that the Flynn effect shows that IQ isn't 100% genetic; it doesn't show that it's 100% environmental.)
4. IQ predicts many important real world outcomes.
For example, though far from perfect, IQ is the single-best predictor of job performance we have – much better than Emotional Intelligence, the Big Five, Grit, etc. https://t.co/rKUgKDAAVx https://t.co/DWbVI8QSU3
5. Higher IQ is associated with a lower risk of death from most causes, including cardiovascular disease, respiratory disease, most forms of cancer, homicide, suicide, and accident. https://t.co/PJjGNyeQRA (N = 728,160)
1. IQ is one of the most heritable psychological traits – that is, individual differences in IQ are strongly associated with individual differences in genes (at least in fairly typical modern environments). https://t.co/3XxzW9bxLE
2. The heritability of IQ *increases* from childhood to adulthood. Meanwhile, the effect of the shared environment largely fades away. In other words, when it comes to IQ, nature becomes more important as we get older, nurture less. https://t.co/UqtS1lpw3n
3. IQ scores have been increasing for the last century or so, a phenomenon known as the Flynn effect. https://t.co/sCZvCst3hw (N ≈ 4 million)
(Note that the Flynn effect shows that IQ isn't 100% genetic; it doesn't show that it's 100% environmental.)
4. IQ predicts many important real world outcomes.
For example, though far from perfect, IQ is the single-best predictor of job performance we have – much better than Emotional Intelligence, the Big Five, Grit, etc. https://t.co/rKUgKDAAVx https://t.co/DWbVI8QSU3
5. Higher IQ is associated with a lower risk of death from most causes, including cardiovascular disease, respiratory disease, most forms of cancer, homicide, suicide, and accident. https://t.co/PJjGNyeQRA (N = 728,160)
