罗塞·瑞夫斯有区隔的意愿。但是在40年前,区隔的方法通常是基于产品间的差异,这种差异通常包含了能够通过与竞争对手做对比而直观展示的一种利益。 “清洁牙齿的同时清新你的口气。”高露洁牙膏这样说。多年后,佳洁士在牙膏中加入了防止蛀牙的成分,抢占了这个独特的销售主张。 “去除身体异味。”Lifebuoy香皂在上世纪50年代宣称。实际上,所有的香皂都能去除身体异味,但Lifebuoy第一个成功地抢占了这个说辞。(后面有更多的此类例子。) “我们的瓶子用流动蒸汽清洗。”这是带有传奇色彩的广告词撰写人克劳德·霍普金斯(Claude Hopkins)看过他的客户的酿造厂后提出的一个区隔主张。(同样的,每个酿造厂 Rosetta Reeves has the will to partition. But 40 years ago, the method of segmentation was often based on product-to-product variability, a difference that usually includes an interest that can be visualized by comparison with competitors. “Clean your teeth while refreshing your breath. ” Colgate toothpaste says so. Years later, Crest added a toothpaste-inhibiting ingredient to this unique sales proposition. “Body odor removal. ” Lifebuoy soap declared in the 1950s. In fact, all the soap can remove the body odor, but Lifebuoy successfully successfully seized the rhetoric. (There are more such examples later.) “Our bottle is cleaned with mobile steam. ” This is the legendary ad writer Claude Hopkins who has seen him Customer's brewery made a divisional proposition. (Again, each brewery