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The Law of Exclusivity – Two Companies Cannot Own the Same Word in the Customer’s Mind
| Guest post by: Michael Farrell |
Article Overview: Two companies cannot own the same word or message in the prospect’s mind and it is futile to attempt to own the same word, explains Mike Farrell with aspenIbiz. Read this short article to learn how to identify words and messages that position brands and products exclusively in the minds of their leads and customers and not spend large amounts of marketing money that benefit their competition.
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The Law of Exclusivity – Two Companies Cannot Own the Same Word in the Customer’s Mind
Two companies cannot own the same word in the prospect's mind. When a competitor owns a word or a message in the prospect's mind, it is futile to attempt to own the same word.
Mercedes Benz has tried to run marketing campaigns on safety but they have been unsuccessful in getting their message into the customer's mind with a safety message. You can't change people's minds once they are made up. If you try to change their mind, what you often do is reinforce your competitor's position by making its concept more important. Volvo owns the word, safety.
FedEx owned the word "overnight" and wanted to try for worldwide ... but DHL already owns worldwide ... it is DHL Express Worldwide. Plus, DHL is thought of as faster to more parts of the world. So FedEx is using, "We understand. You want to grow internationally. And we do it fast."
Another example is Eveready with the Energizer bunny. Eveready will periodically try to take the "long-lasting" concept away from Duracell. This continues to be very difficult to do, expensive, and will little effective results. No matter how many bunnies Eveready throws into the fray, Duracell will hang onto the "long-lasting" name because it got into the mind first and preempted the "long-lasting" concept ... "long-lasting" is even reinforced in the marketplace by the Dura part in the Duracell company name.
Many Digital Entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to identify words and messages that position themselves and their products exclusively as a solution to solve the needs of their leads or customers and not spending large amounts of marketing money that will benefit their competition. They then use hypnotic writing skills to persuade a customer to take the action they want and not emphasize why their offering is better, feature and function-wise, over a competitor's offering.
Marketing is not a battle of products. It is a battle of focus for a single word or concept in the mind of their lead or customer and to ensure it is exclusive and not already owned by a competitor.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
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About the Author: Michael Farrell RSS for Michael's articles - Visit Michael's website Click here to visit Michael's website   What You Must Do in This Age of Preparedness Social Media Is About Engagement Learn the Secret of Marketing to the Affluent Facebook Message Platform for Affiliate Marketers Pay Per Click Advertising Is an Effective Tool for Affiliate Marketers |
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