Why Problem Based Positioning Is A Psychological Magnet为什么问题为基础的定位是心理磁铁

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I just found the answer to my long hours of Web 2.0 promotion.我刚刚找到的答案我很长时间的Web 2.0促进。 It's called Web2Submitter and it is a life saver.它叫做Web2Submitter这是一个生活的程序。 I am going to save at least 5 hours of submission time per week with this thing.我要节省至少5个小时提交每星期的时间与这件事。

Article source: http://www.marketingprofs.com/ . 文章来源： http://www.marketingprofs.com/ 。 Used with author's permission. 用作者的许可。

Are you struggling to create a memorable positioning statement or USP (Unique Selling Proposition) for your marketing?你是竭力创造一个难忘的定位陈述或美国药典（独特的销售主张）为您的营销？ Do you want to stand out from your competition, but the uniqueness of your business seems to elude you?你想脱颖而出从您的竞争，但是独特的业务似乎逃避吗？ Here's a sneaky, vital secret that turns conventional marketing psychology on its head.这里有一个鬼鬼祟祟的，重要的秘密，把传统的营销心理学在其头部。 By changing your positioning statement, find out how to transform your weakest link, into your strongest marketing strategy ever!通过改变你的定位发言，了解如何变换你的薄弱环节，到最强的营销策略以往任何时候都！

Avis Is Only Number 2.安飞士仅数2 。 So Why Go With Them?那么，为什么选择他们呢？

Years ago, in the rental car market, Hertz was chugging along merrily, with Avis a distant second.几年前，在汽车租赁市场，赫兹是chugging沿愉快，与阿维斯一个遥远的第二位。 With one Problem-Based USP, Avis closed the gap.一个基于问题的美国药典，阿维斯封闭的差距。 Their catch phrase, We're No.2, We Try Harder, ignited the minds of the target audience like a rampaging bush fire.他们的口号，我们正在第二，我们更加努力，点燃了心中的目标受众像野火肆虐。 They turned a liability into an asset.他们把负债变成资产。

Southwest Airlines took to the skies with a similar message.西南航空公司采取的天空有类似的讯息。 We're Smaller Than Everyone Else, they told us, while gently explaining why their service was dramatically better, as a direct consequence of their size.我们在尺寸上要小于其他人一样，他们告诉我们，同时轻轻地解释为什么他们的服务是大幅提高，作为一个直接后果，其大小。 They also turned a liability into an asset.他们还翻开了责任到资产。

In 2001, Harley Davidson proudly boasted how their CEO was 38th on the waiting list for the company's then, new V-Rod motorcycle.在2001年，哈雷戴维森自豪地吹嘘他们的CEO是第38次轮候公司以后，新的V -罗德摩托车。 And they took pains to describe how each Harley was lovingly rolled off the plant.和他们煞费苦心地描述了如何为每个哈利深情推出了工厂。 The waiting period, which normally would be perceived to be a negative, was turned into a publicity coup that burned a stamp of quality and a uniqueness into the brains of every prospective Harley owner.在等待期间，通常会被视为是一种消极的，是变成了宣传政变，放火焚烧了邮票的质量和独特的大脑每一个潜在的哈雷的拥有者。

All of these companies took a cold, hard-nosed look at reality.所有这些公司采取了冷，铁石心肠看待现实。 The superlatives in their business had been taken.中的最高级形容词其业务已采取了。 Instead they unearthed their USP, in what most people would consider a disadvantage of sorts.相反，他们发现他们的美国药典，在大多数人将考虑各种不利的。

Are You Doing What Sally Did?你在做什么莎莉吗？

Sally is one heck of a real estate agent.莎莉是一个赫克的房地产经纪人。 Barely six months into real estate, and she's already forging a red-hot path into the top ten salespeople in the country.仅仅6个月内到房地产，她已经形成一个炙手可热的路径进入前10名销售人员在该国。 While her talents and persuasive powers are formidable, there's a little something that puts her head and shoulders above the rest of the crowd.虽然她的才华和有说服力的权力是可怕的，有一个小东西，使她的头部和肩膀以上的其他人群。

That Little Something Is A USP On Steroids!这一点是A类固醇药典！

If she chose to be unimaginative, Sally's USP or tagline could have ended up as pretty run-of-the-mill.如果她选择了想像力， Sally的美国药典或口号可能已经结束了作为运行漂亮的以1500万美元。 It could have ranged from a tacky, Residential Properties for every budget, to utterly boring, Getting Top Prices for Your Home.它可能范围从一个俗气的，住宅物业的每预算，完全枯燥，乘车前的价格为您的主页。 All of which would see her struggling to stand out, in a dog-eat-dog me-too marketplace.所有这些都将看到她挣扎脱颖而出，在一个狗咬狗我也是市场。

A goody-gum-drop USP would get her nowhere in a hurry.阿伪善，胶滴美国药典将让她无处着急。 She needed a USP with rocket fuel in its tanks.她需要一个美国药典与火箭燃料的坦克。 Something that would reach out and demand your attention without hesitation.这将接触和需求你注意没有犹豫。

If You Sold Your Home In A Week or less, You Probably Got Too Little That's the USP that Sally created.如果你卖出你的主页在一周或更少，你可能过于小这是美国药典的萨莉创建。 Can you see what I mean?你能看到我的意思吗？ Doesn't that USP go for your jugular?不说去美国药典的颈？ Sally's target audience is sellers, not buyers. Sally的对象是卖方，而不是买主。 If you just sold a house, wouldn't you feel a twinge of regret?如果你只售出了房子，你不会问心有愧的遗憾？ What if you were about to sell a house?如果你正准备出售房子？

Wouldn't you be curious to find out just a little bit about what Sally does to lasso in a higher return?你不好奇找出只是感到有点什么萨莉不以套索在一个更高的回报？ And wouldn't you be just a little bit wary if the next real estate agent you met told you that she could sell your house in next to no time?不会你只是有点担心，如果明年房地产经纪人您会见了告诉你，她可以出售你的房子在旁边没有时间？

You've just witnessed the psychological power of the Problem-Based USP.您刚刚目睹了心理权力的问题为基础的美国药典。

How To Create A Knockout USP For Your Business如何建立基因敲除美国药典对您的业务

Let's assume you're in the wine selling business.假设你在葡萄酒销售业务。 To own real estate in a customer's brain, you'd have to do battle with about a zillion other wines.为了自己的房地产客户的大脑，你必须做的战斗大约是数不胜数的其他葡萄酒。 Yet decades ago, Paul Masson cut through the clutter with a simple statement.然而，十年前，保罗马尾松减少杂波通过一个简单的声明。 We sell no wines before their time.我们没有出售之前，葡萄酒的时间。 With charming simplicity, they turned a negative waiting period into an exploitable advantage.与迷人的简单，他们拒绝消极等待期为一个开发的优势。

You too can turn your liabilities into assets.你也可以把你的负债变成资产。 Stop screaming about how magnificent you are, and look for the apparent glitches in your business.停止尖叫如何宏伟您，并期待为明显的故障在您的业务。 Let's just consider a few scenarios.让我们考虑几个方案。

Are You Perceived To Be Too Expensive, Slow, Or Maybe Just Too Busy?你是被认为过于昂贵，缓慢，或者只是太忙了？ When we started our website at PsychoTactics.com, we were faced with a similar dilemma.当我们开始我们的网站PsychoTactics.com ，我们正面临着类似的困境。 As human beings, we often disdain simplicity and common sense.作为人类，我们常常蔑视简单的常识。 The distillation process needed to simplify a concept into easy-to-munch bites is often just seen as common sense, and of no huge intrinsic value.在蒸馏过程需要简化成一个概念容易嚼咬往往是刚刚被视为常识，并没有巨大的内在价值。

Taking that liability into consideration, PsychoTactics.com created a USP concept, that stressed the fact that everything was not just old, but at least 5000 years old.考虑责任考虑， PsychoTactics.com创造了美国药典的概念，即强调了这样一个事实，一切都不仅是旧的，但至少5000年岁。 In fact, everything has already been tried and tested.事实上，一切都已经久经考验。 That put us in a mould that is totally different from all the new-fangled marketing angles you hear about every day.这使我们处于一个模具是完全不同的新市场营销的角度fangled你听到的每一天。 The liability of common sense was turned into the asset of experience.赔偿责任的常识变成资产的经验。

Best of all, it turned a problem into a winning USP concept.最棒的是，它把问题转化为赢得美国药典的概念。

The Biggest Reason Why You Should Search For The Hiccup In Your Business Strategy最大的原因你应该寻找呃逆在您的经营策略

Finding what makes you beneficially different is a notoriously difficult task.找什么使你获益不同的是一个极难的任务。 However, just about any client or potential buyer will very quickly identify your weaknesses and liabilities.然而，对任何客户或潜在的买家将很快确定您的弱点和负债。 If it's a technical problem, you can fix it.如果它是一个技术问题，您可以修复它。 If it's a conceptual problem such as speed or price, it is much harder to fix.如果它是一个概念问题，如速度或价格，这是更难解决。

This, however, is the key to your success.然而，这是关键的成功。 The more you try to keep your weaknesses and liabilities under wraps, the more customers will uncover them.你越是试图让您的弱点和负债下包装纸，在更多的客户会发现他们。 On the other hand, take a liability and turn it into an asset.另一方面，采取责任，把它变成一种资产。 Expose a problem to the harsh glare of the spotlight and transform your frog into a prince.揭露问题的严酷的眩光的关注和改造的青蛙变成王子。

This brave act will gain the instant admiration and support of your clients, while giving you a USP that others simply won't have the guts to match.这勇敢的行为将获得即时的敬佩和支持，您的客户，同时让你一个美国药典，其他根本不会有胆量比赛。

Can You Make The Leap?你能否使飞跃？

Creating a negative USP is a tricky, dangerous tactic, and one not to be taken lightly.创建一个消极的美国药典是一个复杂，危险的战术，和一个不能掉以轻心。 "We're slow and proud of it!" “我们正在缓慢而感到自豪！ ” is hardly a selling point, yet fulfills the requirements laid out in the article.很难说是卖点，但符合规定的要求，在文章。 However, if you've been struggling with your USP, as many companies do, this is a tactic that may work well for you—as it has with some of the companies above.不过，如果你已经挣扎与您的美国药典，因为许多公司这样做，这是一种策略，可能适合你，因为它已与一些企业以上。

It's time you tickled your customer's brain with some sharply focused psychological marketing jujitsu.这时候你搔你的客户的脑部的一些重点突出的心理营销柔道。 Find the weaknesses and liabilities in your business, carve them into a dynamic USP, and the attention your business has been craving for, will be yours forever more!查找薄弱环节和负债在您的业务，开辟成一个充满活力美国药典，并注意您的业务一直渴求的，将永远是你的了！

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