Let's expound upon this concept with an example from a company that sells an instructional DVD on integrating Russian kettlebells into a baseball training program, since I recently bought the DVD myself, solely on the strength of their sales letter.
While it may not seem to be the case, the creator of this product has some significant barriers to overcome. In order to generate sales, he must:
- Teach coaches, scouts, and/or baseball players what a kettlebell is. (Most do not know)
- Convince them that a canonball-shaped hunk of steel with a handle is superior to the usual training methods. (The usual methods are heavily entrenched and introducing something new to the market is incredibly difficult)
- Translate the benefits of kettlebell training into tangible gains on the playing field.
While 1 and 2 are critical to the success of the product itself, 3 unites them towards the goal of selling this DVD. Let's look at how they market themselves: As soon as you visit the website, you are greeted with the following headline:
"Finally, a full body strength and conditioning program that you can take to the field with you!"
Already, the copywriter is speaking my language.
- 'Finally' implies that the product is something that we have all been waiting for and it has at long last arrived.
- 'Full body' tells the reader that the product allows you to have a complete work out.
- And the last part of the statement tells you that unlike most most training equipment which is bulky and cannot be moved sans Herculean effort, this product is completely portable.
A combination of these three points gives us a statement that makes this new product an enticing proposition.
Next, the concept of kettlebell training is given high praise by baseball players and coaches. One former NCAA-level catcher says:
"From head to toe, this program focuses on the main muscle groups and movements of those groups that baseball players use the most. Whether you're a pitcher, or a position player, you will definitely benefit from using these exercises. The core and shoulder stability work that this program offers is second to none."
This addition to the pitch makes the reader think, "Hmm, actual ballplayers took the time to use this and seem to think it works. Maybe they've got something here afterall."
This part lends credibility to the product.
Finally, the site goes in for the kill. Each chapter is fleshed out in terms of what baseball-specific skill will be improved. As a result, we have a methodological and step-by-step sales pitch that really connects with its prospective audience.
译文:
用顾客的语言第二部分：定位
让我们通过一个例子来解释下这个概念，有一个公司售卖一种教学的DVD，关于使俄罗斯kettlebells成为一个棒球的训练计划，尽管我最近自己买了DVD，但纯粹的是为了让他们的销售更好。
虽然这似乎不是一个好例子，但一个产品的创造者应该克服一些大障碍。为了创造销售量，他必须：
1.指导教练，裁判，或棒球运动员什么是kettlebell。（大多数人不知道）
2.说服他们a canonball-shaped hunk of steel with a handle这种训练方法是优于普通的训练方法（普通的训练方法一旦确立就不容易更改，而且介绍一些新的东西进入市场简直就是难以置信的困难。）
3解释kettlebell训练的好处是在赛场上成为有形收益。
1和2是这个产品成功的关键，第三条则使前两条结合起来实现卖DVD的目标。让我们看看他们如何推销自己：当你浏览这个网页，如下的标题将“欢迎”你：
“最终，你可以得到一个完整的强身健体的计划！”
广告人已经再讲我（顾客）的语言了。
“finally”表明这个产品使我们一直等待并最终等到的那个。
“full body”告诉读者那个产品可让你有个完整的计划。
然后文章最后那部分告诉你，这个产品不像那些大多数的训练器材那样的笨重和不可携带，这个产品完全便携。
以上这三点的结合给了我们一个概念，购买这个新产品是一个极具诱惑的建议。
接下来，这个kettlebell训练的概念会被棒球运动员和教练高度的赞扬。一个前NCAA级别的捕手说：
“从头到尾，这个计划的重点在主要的肌肉组织和组织的动作，那些是棒球运动员用的最多的部分。无论你是一个投手或是位置球员，你肯定会受益于这些练习。这个计划提供的核心和承受力的练习是首屈一指的。”
投球的这部分使读者想：“唔，事实上运动员花时间用这个，而且似乎很有用。或许他们已经从这里得到了。
这部分给产品得到了信誉。
最后，（现场建立的目的是杀人？哈哈）the site goes in for the kill.每一段都是让“棒球技能会进步”这个概念更加充实。所以，我们有方法和一步一步销售的技巧让那些预期的顾客关注。