The "Smuckers Principle" in action
What do you do when you're working from a perceived disadvantage? Deny it? Run and hide? Hope no one sees it?
Or raise it triumphantly like a flag?
That's what Smuckers did very famously with its awkward name. Remember, "With a name like Smuckers, it has to be good"?
Take a look at the website of fellow copywriter Neil Sagabiel. Based in a small town in Virginia, Neil might have been frustrated by the prejudice that favors big city copywriters as "the real thing." Instead of hiding his headquarters, Neil celebrates it, making his Blue Ridge Mountain town the centerpiece of his website and his brand.
Brilliant! In one stroke, Neil's flipped a prejudice on its head and given himself a memorable distinction among a crowded field of competitors.
Are there potential "weaknesses" in your brand you can turn into powerful strengths?
Or raise it triumphantly like a flag?
That's what Smuckers did very famously with its awkward name. Remember, "With a name like Smuckers, it has to be good"?
Take a look at the website of fellow copywriter Neil Sagabiel. Based in a small town in Virginia, Neil might have been frustrated by the prejudice that favors big city copywriters as "the real thing." Instead of hiding his headquarters, Neil celebrates it, making his Blue Ridge Mountain town the centerpiece of his website and his brand.
Brilliant! In one stroke, Neil's flipped a prejudice on its head and given himself a memorable distinction among a crowded field of competitors.
Are there potential "weaknesses" in your brand you can turn into powerful strengths?
4 Comments:
Great post Jonathan.
I'm newer to the Copywriting game... so obviously a percieved disadvantage potential clients or employers think when they interview me is: He's inexperienced... he won't get the job done for us.
My rebuttal: "I may be inexperienced, but I have a fire in my belly to get better. Do all of the experienced copywriters you've interviewed show passion in their eyes like I do?"
Nick Wright
I haven't looked into the eyes of many copywriters, but yes, I suspect some fire is necessary -- especially if it's applied to the hindquarters as an inspiration to get up and work!
Thanks Jonathan for making me look smarter than I might be. I really have enjoyed using the small-town angle and many have responded favorably.
Jonathan, my bad.
When I said "Do all of the experienced copywriters you've interviewed..." that was supposed to be an example of what I might say in an interview. I didn't direct that question at you.
As you can see, I have a ways to go when it comes to copywriting... hence the reason I pay attention to Copywriting thought leaders like you.
Nick Wright
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