外文翻译定位你的心灵之战.docx
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外文翻译定位你的心灵之战.docx
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外文翻译定位你的心灵之战
标题:
PositioningTheBattleforYourMind
原文:
PositioningDefined
Positioningstartswithaproduct.Apieceofmerchandise,aservice,acompany,aninstitution,orevenaperson.Perhapsyourself.
Butpositioningisnotwhatyoudotoaproduct.Positioningiswhatyoudotothemindoftheprospect.Thatis,youpositiontheproductinthemindoftheprospect.
Anewerdefinition:
"Howyoudifferentiateyourselfinthemindofyourprospect."
Soit'sincorrecttocalltheconcept"productpositioning."Asifyouweredoingsomethingtotheproductitself.
Notthatpositioningdoesn'tinvolvechange.Itdoes.Butchangesmadeinthename,thepriceandthepackagearereallynotchangesintheproductatall.
They'rebasicallycosmeticchangesdoneforthepurposeofsecuringaworthwhilepositionintheprospect'smind.
Positioningisalsothefirstbodyofthoughtthatcomestogripswiththeproblemsofgettingheardinourovercommunicatedsociety.
HowPositioningGotStarted
Ifonewordcanbesaidtohavemarkedthecourseofadvertisinginthepastdecade,thewordis"positioning."
Positioninghasbecomethebuzzwordofadvertisingandmarketingpeople.NotonlyinAmerica,butaroundtheworld.
Mostpeoplethinkpositioninggotstartedin1972whenwewroteaseriesofarticlesentitled"ThePositioningEra"forthetradepaperAdvertisingAge.
Sincethen,wehavegivenmorethan500speechesonpositioningtoadvertisinggroupsin16differentcountriesaroundtheworld.Andwehavegivenawaymorethan120,000copiesofour"littleorangebooklet"whichreprintstheAdvertisingAgearticles.
WhatPositioningIsAllAbout
Howdidahard-sellconceptlikepositioningbecomesopopularinabusinessnotedforitscreativity?
Intruth,thepastdecademightwellbecharacterizedasa"returntoreality."WhiteknightsandblackeyepatchesgavewaytosuchpositioningconceptsasLiteBeer's"Everythingyou'vealwayswantedinagreatbeer.Andless."
Poetic?
Yes.Artful?
Yes.Butalsoastraightforward,clearlydefinedexplanationofthebasicpositioningpremise.
Tobesuccessfultoday,youmusttouchbasewithreality.Andtherealitythatreallycountsiswhat'salreadyintheprospect'smind.
Tobecreative,tocreatesomethingthatdoesn'talreadyexistinthemind,isbecomingmoreandmoredifficult.Ifnotimpossible.
Thebasicapproachofpositioningisnottocreatesomethingnewanddifferent.Buttomanipulatewhat'salreadyupthereinthemind.Toretietheconnectionsthatwasalreadyexist.
Today'smarketplaceisnolongerresponsivetothestrategiesthatworkedinthepast.Therearejusttoomanyproducts,toomanycompanies,andtoomuchmarketingnoise.
TheEasyWayintotheMind
Theeasywaytogetintoaperson'smindistobefirst.Youcandemonstratethevalidityofthisprinciplebyaskingyourselfafewsimplequestions.
What'sthenameofthefirstpersontoflysoloacrosstheNorthAtlantic?
CharlesLindbergh,right?
Now,what'sthenameofthesecondpersontoflysoloacrosstheNorthAtlantic?
Notsoeasytoanswer,isit?
What'sthenameofthefirstpersontowalkonthemoon?
NeilArmstrong,ofcourse.
What'sthenameofthesecond?
What'sthenameofthehighestmountainintheworld?
MountEverestintheHimalayas,right?
What'sthenameofthesecondhighestmountainintheworld?
What'sthenameofthefirstpersonyouevermadelovewith?
What'sthenameofthesecond?
Thefirstperson,thefirstmountain,thefirstcompanytooccupythepositioninthemindisgoingtobeawfullyhardtodislodge.
Kodakinphotography,IBMincomputers,Xeroxinplain-papercopiers,Hertzinrent-a-cars,Cocaincola,Generalinelectric.
Whatdothesebrandshaveincommon?
Theywereallthefirstbrandsinthemindintheircategories.Todaythesebrandsarestilltheleadingbrandsintheircategories."It'sbettertobefirstthanitistobebetter"isbyfarthemostpowerfulpositioningidea.
Thefirstthingyouneedto"fixyourmessageindeliblyinthemind"isnotamessageatall.It'samind.Aninnocentmind.Amindthathasnotbeenburnishedbysomeoneelse'sbrand.
What'strueinbusinessistrueinnaturetoo.
"Imprinting"isthetermanimalbiologistsusetodescribethefirstencounterbetweenanewbornanimalanditsnaturalmother.Ittakesonlyafewsecondstofixindeliblyinthememoryoftheyounganimaltheidentityofitsparent.
Youmightthinkallduckslookalike,butevenaday-oldducklingwillalwaysrecognizeitsmother,nomatterhowmuchyoumixuptheflock.
Well,that'snotquitetrue.Iftheimprintingprocessisinterruptedbythesubstitutionofadogorcatorevenahumanbeing,theducklingwilltreatthesubstituteasitsnaturalmother.Nomatterhowdifferentthecreaturelooks.
Fallinginloveisasimilarphenomenon.Whilepeoplearemoreselectivethanducks,they'renotnearlyasselectiveasyoumightthink.
Whatcountsmostisreceptivity.Twopeoplemustmeetinasituationinwhichbotharereceptivetotheidea.Bothhaveopenwindows.Thatis,neitherisdeeplyinlovewithsomeoneelse.
Marriage,asahumaninstitution,dependsontheconceptoffirstbeingbetterthanbest.Andsodoesbusiness.
Ifyouwanttobesuccessfulinloveorinbusiness,youmustappreciatetheimportanceofgettingintothemindfirst.
Youbuildbrandloyaltyinasupermarketthesamewayyoubuildmateloyaltyinamarriage.Yougettherefirstandthenbecarefulnotgivethemareasontoswitch.
TheHardWayintotheMind
AndwhatifyournameisnotCharlesorNeilorKleenexorHertz?
Whatifsomeoneelsegotintoyourprospect'smindfirst?
Thehardwaytogetintoaperson'smindissecond.Secondisnowhere.
What'sthelargest-sellingbookeverpublished?
(Alsothefirstbookeverprintedwithmovabletype?
)TheBible,ofcourse.
Andthesecondlargest-sellingbookeverpublished?
Whoknows?
NewYorkisthelargestcargoportintheUnitedStates.Butwhichoneissecond?
WouldyoubelieveHamptonRoads,Virginia?
It'strue.
WhowasthesecondpersontoflysoloacrosstheNorthAtlantic?
(Theauthorswouldreallyliketoknowtheanswertothisquestion.Saveyourpostage:
AmeliaEarhartwasnotthesecondpersontoflytheNorthAtlanticsolo,althoughshewasthefirstwomantodoit.Nowthen,whowasthesecondwoman?
)
Ifyoudidn'tgetintothemindofyourprospectfirst(personally,politicallyorcorporately),thenyouhaveapositioningproblem.
Inaphysicalcontest,theoddsfavorthefastesthorse,thestrongestteam,thebestplayer."Theraceisn’talwaystotheswift,orthebattletothestrong,butthat'sthewaytobet,"saidDamonRunyan.
Notsoinamentalcontest.Inamentalbattletheoddsfavorthefirstperson,thefirstproduct,thefirstpoliticiantogetintothemindoftheprospect.
Inadvertising,thefirstproducttoestablishthepositionhasanenormousadvantage.Xerox,Polaroid,BubbleYum,tonameafewmoreexamples.
Secondcanalsobesuccessful.Considerthosethatchallengedleaders:
Crestvs.Colgate.Fujivs.Kodak.Avisvs.Hertz.Pepsivs.Coke.It'sNo.3andNo.4thathavethemostseriousproblems.
Inadvertising,it'sbesttohavethebestproductinyourparticularfield.Butit'sevenbettertobefirst.
Lovemightbewonderfulthesecondtimearound,butnobodycareswhothesecondpersontoflysoloacrosstheNorthAtlanticwas.Evenifthatpersonwasabetterpilot.
Therearepositioningstrategiestodealwiththeproblemofbeingnumbertwoandnumberthreeorevennumbertwohundredandthree.(SeeChapter8,"RepositioningtheCompetition.")
Butfirstmakesureyoucan'tfindsomethingtobefirstin.
AmeliaEarhartwasthethirdpersontoflytheAtlanticOceansolo,butthat'snotthereasonshegotfamous.Shegotfamousbecauseshewas"first."Thatis,thefirstwomantodoit."Ifyoucan'tbefirstinacategory,thensetupanewcategoryyoucanbefirstin"isthesecondmostpowerfulpositioningidea.
It'sbettertobeabigfishinasmallpond(andthenincreasethesizeofthepond)thantobeasmallfishinabigpond.
AdvertisingLearnstheLesson
TheadvertisingindustrylearnedtheLindberghlessonthehardway.Whatthestockmarketwasinthetwenties,theadvertisingbusinesswasinthesixties.Thego-gosixties,theywerecalled.
Whileitlasted,theexciting"anythinggoes"yearsofthesixtieswereamarketingorgy.
Attheparty,itwas"everyoneintothepool."Littlethoughtwasgiventofailure.Withthemagicofmoneyandenoughbrightpeople,acompanyfeltthatanymarketingprogramwouldsucceed.
Thewreckageisstillwashinguponthebeach.DuPont'sCorfam,Gablinger'sbeer,theConvair880,Votetoothpaste,HandyAndycleaner.
Theworldwillneverbethesameagain,andneitherwilltheadvertisingbusiness.
Asthepresidentofalargeconsumerproductscompanysaidrecently,"Countonyourfingersthenumberofsuccessfulnewnationalbrandsintroducedinthelasttwoyears.Youwon'tgettoyourpinky."
Notthatalotofcompanieshaven'ttried.Everysupermarketisfilledwithshelfaftershelfof"halfsuccessful"brands.Themanufacturersoftheseme-tooproductsclingtothehopethattheycandevelopabrilliantadvertisingcampaignwhichwilllifttheiroffspringintothewinner'scircle.
Meanwhile,theyhangintherewithcoupons,deals,point-of-purchasedisplays.Butprofitsarehardtocomeby,andthat"brilliant"advertisingcampaign,evenifitcomes,doesn'teverseemtoturnthebrandaround.
Nowondermanagementpeopleturnskepticalwhenthesubjectofadvertisingcomesup.Andinsteadoflookingfornewwaystoputthepowerofadvertisingtowork,managemen
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