Impulse buy

Philip Morgan

It's easier said than done, but in your positioning statement, avoid fancy language.Instead, opt for plain, clear descriptions of whatever it is you're describing.At the Whole Foods checkout today I noticed something that made me think of you and how you might describe your market position.Everybody knows that items displayed in a grocery store checkout line are chosen to go there because they're "impulse buys". They're things that you didn't plan to buy but oh well you're here waiting in line you may as well pick one up.They're (almost) never labeled that way, though.Check this out:Impulse buyThat's an impulse buy product labeled as such.Again, that's what you should do in your positioning. Avoid fancy, vague, or unclear language. Always opt to be plain, clear, and as precise as possible.Want help improving your positioning or marketing? I offer a small group program to help you do exactly that: Talk to you soon,-P