Home > Work > Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
21 " Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction. The "
― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
22 " And the regulatory agencies are not stingy with their words either. Consider this: The Lord’s Prayer contains 56 words; the Gettysburg Address, 266; the Ten Commandments, 297; the Declaration of Independence, 300; and a recent U.S. government order setting the price of cabbage, 26,911. "
23 " To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind. "
24 " In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life. "
25 " In our overcommunicated society, the paradox is that nothing is more important than communication. "
26 " The average person can tolerate being told something which he or she knows nothing about. (Which is why "news" is an effective advertising approach.) But the average person cannot tolerate being told he or she is wrong. Mind-changing is the road to advertising disaster. "
27 " In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, "positioning. "
28 " But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. "