If you can’t beat ‘em, become a cop.
Here’s an unusual marketing strategy that often works. I say unusual, because it’s actually a positioning technique that, on the surface, looks like an ethical consumer service, but make no mistake — it’s a positioning technique.
It’s almost a way of saying, “If I can’t beat, ‘em… then let me police ‘em.”
Let’s say you’re trying to out-do your competition and you’re in a field that’s as crowded as a New York Subway during rush hour. And also let’s say that when it comes down to it, there really ISN’T anything much different between you and all those other strap-hangars smothering in each other’s sweat and aroma.
What’s a business to do?
Well, here’s one way to skin this cat: You set up a “policing” group or association that oversees everyone else in your industry, and you position the association, AND you (as the top dog who happens to run a company that also belongs to this association) as an overseer of everyone else. A champion of the marketplace’s ethical morals — the honest gatekeeper of an entire industry, if you will.
A modern-day Robin Hood, you can even say.
If you think good and hard about this technique, you can definitely use many different variations of it as well, in different applications and situations.
Now appreciate you’re not going to build something like this overnight — but there again… like Confucius said, “A journey of a thousand miles, begins with one single step.”
And if my memory serves me right, he said that right after his other famous line, “He who eats jelly beans… farts in Technicolor.”
Or something like that.
Now go sell something, Craig Garber
P.S. Kick fear STRAIGHT on it’s ass, right NOW!: http://www.kingofcopy.com/science