This is the Difference Between Good & Great Copy.

Kushagra Oberoi
2 min readSep 17, 2023


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.

Source: Google

2. L. L. Bean

You’re not buying a dog bed.

You are getting a bigger one for yourself.

Source: Google

3. J & B (Scotch Whiskey)

It’s not alcohol.

It’s a way to enjoy Christmas.

Source: Google

4. The Economist

It’s not a news publication.

It’s a mind-expanding substance.

Source: Google

5. Porsche

No such thing as a used or pre-owned Porsche.

Call it “Previously obsessed over” like a professional.

Source: Google

6. Atari

It’s not just your TV anymore.

Now you can turn it into a gaming station.

Source: Google

7. AirBnB

It’s not just a bed & breakfast place.

It’s a place where you can belong anywhere, anytime.

Source: Google

For more copywriting tips like these, join my 1–2–3 Copywriting Newsletter for free here.

What’s your favorite positioning headline?

Let me know in the comments!



Kushagra Oberoi

Snippets on What I learn about Copywriting & Marketing. 👀