If I ask you to describe what 7-Up is?
You’ll probably say, “It’s the UnCola.”
And if you’ve ever had a coke you already know what 7-Up is and you immediately recognize its position in the soft drink market.
This is called positioning and one way to inject your product or service into someones head is to find someone else who is already in their head and hang something right next to it.
Positioning involves planting “seeds of perception” in the minds of prospects and customers, which by-the-way are already crowded.
What does this have to do with what Amazon can teach you about battling for customers minds (and wallets)?
Simple: View the images below….
(Sorry about the quality)
As you can see all of these advertisements were created around a powerful positioning strategy. Amazon knows who the market leader is and they realize everyone knows and understands the value that the market leader brings.
So the easiest way to inject their service into your head is to find someone else (Netflix) who is already in there and hang something (Amazon Instant Video) right next to it.
Here are 5 things Amazon can teach you about battling for customer minds (and wallets):
- Battling for the customer’s mind and wallet has little to do with real price or quality. Instead, it’s all about perception.
- Battling for the customer’s mind and wallet is based on the fact that we form opinions about products and companies based on our own perception.
- Battling for the customer’s mind and wallet means tapping into existing perceptions and using them to your advantage.
- Battling for the customer’s mind and wallet does not attempt to change anyone’s perception. Simply leverage the existing public opinion.
- When battling for the customer’s mind and wallet you don’t “position” a product, you communicate its position.
Above all: If you can’t fight for your prospect and customers mind, you are not going to go very far in the battle for their wallet.