It's not that we like to blah.
It's just that we end up doing a blah, blah, without realising it at all.
So let's look at how we sort out uniqueness from the blah
Here's an example of Aveeno Intense Relief Hand Cream.
Yup, this is the hand cream. Looks like any other hand cream. And worse, look at the text below. It even sounds like any hand cream.
And here's the description:
AVEENO® Intense Relief Hand Cream is specially formulated with natural oatmeal and rich emollients to help repair dry skin and form a protective glove against the elements. AVEENO® Intense Relief Hand Cream is non – greasy and moisturises skin for 24 hours. It continues to moisturise even after washing your hands. This fast – absorbing formula is fragrance free and gentle enough for even sensitive skin. It's also great for use on elbows, knees and feet – anywhere your dry skin needs extra help.
Now let us get rid of the blah (if only for a little while)
AVEENO® Intense Relief Hand Cream is specially formulated with natural oatmeal and rich emollients to help repair dry skin and form a protective glove against the elements. AVEENO® Intense Relief Hand Cream is non – greasy and moisturises skin for 24 hours. It continues to moisturise even after washing your hands.This fast – absorbing formula is fragrance free and gentle enough for even sensitive skin. It's also great for use on elbows, knees and feet – anywhere your dry skin needs extra help.
So what's remaining?
Here's what it looks like.
AVEENO® Intense Relief continues to moisturise even after washing your hands.
See how that jumps out and stays memorable?
In the blah, you may have spotted it, or not. But the moment you slaughter and sacrifice, the uniqueness jumps out and stands out like crazy. And that's really the key to uniqueness. You need to be able to slaughter and sacrifice the other features (yes, the ‘blah') so that one feature can stand out and get the attention of the customer.
As you know, you don't have to get rid of the other features forever.
You can use them and should use them. But you need to know how to segregate the uniqueness from the rest of the stuff. That will enable you to sell more products or services, and leave your competitors high and dry.
–Get a whole lot of free goodies on Uniqueness here
-Do you have a positioning story? Post your positioning story below
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Roberta Budvietas says
Sean you have cut to the key point. But as a former marketing manager, we want to say so much that we land up saying nothing. Great reframe and cutting the crap
Sean D'Souza says
Yup. Saying everything means saying nothing.
Mary Baum says
Unless the positioning statement is at most two points bigger in the second photo, I think those two shots look the same. Did you mean to show two different shots? I think, if I follow what you’re saying, I’d make the main benefit a whole lot bigger – maybe twice as big as they’ve got it on either of these two packages.
Sean D'Souza says
No. It’s the same shot. Hmmmm.