1. De Beers
It’s not jewelry. It’s a timeless gift.
And no price is big enough for something that lasts forever.
Position your product based on outcome, not features.
Don’t tell what your product is.
Show what it can do.
And nothing tops a simple Before/After.
Even better if you throw in a fun metaphor to prove your point.
3. Joseph Giles
Make it clear, not clever because people will be more interested if it’s simple.
Elevate the perceived value of your product by using an analogy.
Don’t make people do a lot of effort before buying.
Provide them with a quick solution.
Pro tip: Make a specific use case for your product.
5. Patek Phillipe
What’s better than selling a product?
Position your product as a movement starter.
People will be more likely to join.
Dream cars have a sense of nostalgia.
If you’re selling stuff that dreams are made of, make sure it feels personal.
If your product thrives on status, play status games.
Present your copy on identity, not facts.