Positioning
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This document discusses how to create uniqueness, especially for small businesses and brands. It recommends playing "Emperor" to establish uniqueness, which means focusing on one defining aspect rather than listing out features. Some examples are given of brands that successfully played Emperor, such as Domino's focusing on 30 minute delivery and Volvo focusing on safety. The document argues that this approach is effective because it allows a brand to own a single defining aspect. It also provides examples of how a yoga business could apply this approach by focusing its uniqueness on aspects like small group sizes, organic carrot juice, or following moon phases rather than simply listing out features.
Positioning
- 1. Pick ONE How To Create Your Uniqueness
- 2. How much would you pay for a 1GB ?ash drive?
- 3. How much would you pay for a 1GB ?ash drive? $79 $15 $5
- 4. $79 $19
- 7. The Goal of Uniqueness
- 8. The Brands We Know So Well
- 9. Subway: 6 Grams of Fat
- 10. Domino’s: 30 Minutes—Or It’s Free!
- 12. FedEx: Overnight Delivery When It Absolutely, Positively Has To Be There Overnight!
- 13. Volvo: Safety
- 14. But These Are OVERUSED Examples
- 15. Small Budgets. Atom-Sized Companies
- 16. How Do We Get To ‘Why’?
- 17. WHY for a yoga class
- 18. WHY for a book you’ve written
- 19. WHY for a brand new service
- 21. Housekeeping 1. Duration of Presentation 2. Get Light Refreshments 3. Have a Paper/Pen Handy
- 22. Agenda 1. The Search for Uniqueness 2. Simple System 3. Common Mistakes
- 23. The Search
- 24. The Search 1. Features | Feedback | Playing Emperor 2. Why Playing Emperor Is Very Effective 3. How Successful Brands Play Emperor
- 25. Features | Feedback | Playing Emperor
- 26. Yoga Class Features Feedback Play Emperor
- 27. Yoga Class Features 1) Clean Yoga Mats 2) Expert Teacher 3) Clean Bathrooms 4) Convenient Location 5) Simple Instruction
- 28. Yoga Class Feedback 1) Good Parking 2) No Supermodels 3) Reasonable Pricing 4) Friendly Teacher 5) Simple Instruction
- 29. Yoga Class Play Emperor 1) Small Group 2) Organic Carrot Juice 3) Following Moon Phases 4) Injury-Free 5) Yoga Homework
- 30. Yoga Class Features Feedback Play Emperor Clean Yoga Mats Good Parking Small Group Expert Teacher No Supermodels Organic Carrot Juice Clean Bathrooms Reasonable Pricing Following Moon Phases Convenient Location Friendly Teacher Injury-Free Simple Instruction Simple Instruction Yoga Homework
- 31. Yoga Class Features Feedback Play Emperor Clean Yoga Mats Good Parking Small Group Expert Teacher No Supermodels Organic Carrot Juice Clean Bathrooms Reasonable Pricing Following Moon Phases Convenient Location Friendly Teacher Injury-Free Simple Instruction Simple Instruction Yoga Homework
- 32. Playing Emperor
- 35. Domino’s: 30 Minutes—Or It’s Free! NZ Cheese Thick Crust Sexy Delivery 30 Minute Delivery Chocolate Sauce
- 36. Timberland: 100% Waterproof Hand-Stitched Colour Choice 20% Harder Soles Warmest Shoes 100% Waterproof
- 37. FedEx: Overnight Delivery When It Absolutely, Positively Has To Be There Overnight! Overnight Sheep Oversized Packages Cheapest Precious Items
- 38. Volvo: Safety Safest Family Sized Mileage Cheapest Fastest
- 39. Yoga: Injury-Free Injury-Free Homework Following Moon Phases Organic Carrot Juice Small Group
- 40. Copywriting Service Specialise in Wine Co’s. 10-Day Turnaround SEO Copy High-Emotion Copy 35 Years Experience
- 41. Subway: Uniqueness Thrust On Them
- 42. Play Emperor | Pick ONE
- 43. Summary 1. Features | Feedback | Playing Emperor 2. Why Playing Emperor Is Very Effective 3. How Successful Brands Play Emperor
- 45. twitter | facebook @seandsouza