Yankelovich, a market research firm, estimated recently that a person living in a city 30 years ago saw as many as 2,000 ad messages a day, compared with as many as 7,000 today.
Sound like a problem to you?
The average person is capable of receiving only a limited amount of sensory input. Beyond a certain point, the brain begins to block out excessive amounts of information.
So how can any organization be heard over this din of noise??
We have written about this question extensively with our partner Jack Trout. Let’s look at just a few of Jack’s thoughts on this topic.
According to Jack, “Positioning” is not what you do to the product. It’s what you do to the mind.”
So What Is Positioning Exactly?
- Not what you do to a product – it’s what you do to the prospect’s mind to condition how he or she thinks about your product
- Among other things, it’s the process of coping with the mental position that a larger, more established competitor occupies.
- A tool to cope with information overload (and anxiety).
- Positioning is a cumulative concept; successful positioning requires consistency – once an organization has a good strategy, they have to have the discipline to hang in there year after year with that strategy.
- It’s not about creating something new and different, but manipulating what’s already in the consumer’s mind.
So what’s the quickest way into the mind?
First into the brain usually means twice the sales of being second in the mind.
- Know how words affect people; words are triggers for meanings buried in the mind.
- With the right choice of words, you can influence the thinking process itself.
- You need simplicity; only an obvious and simple idea will work today.
- You must be willing to give ground and not try to be all things to all people.