This is the Difference Between Good & Great Copy.
Good copywriting knows what to say.
Great copywriting knows how to say.
The secret? Positioning.
Here are 7 positioning examples from 7 ads to help you understand an essential copywriting principle that most people ignore.
First, what is positioning?
It’s a process of creating a unique identity for your product, service, or brand.
→It should be better.
→It should stand out.
→It should be different.
The goal is to make it memorable.
Let’s look at the best examples!👇🏻
1. Ricola
It’s not a medicine.
It’s a way to avoid awkward conversations.
2. L. L. Bean
You’re not buying a dog bed.
You are getting a bigger one for yourself.
3. J & B (Scotch Whiskey)
It’s not alcohol.
It’s a way to enjoy Christmas.
4. The Economist
It’s not a news publication.
It’s a mind-expanding substance.
5. Porsche
No such thing as a used or pre-owned Porsche.
Call it “Previously obsessed over” like a professional.
6. Atari
It’s not just your TV anymore.
Now you can turn it into a gaming station.
7. AirBnB
It’s not just a bed & breakfast place.
It’s a place where you can belong anywhere, anytime.
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