“It’s a chick-magnet”
That’s how the salesperson (a woman no less!) described it to me. Maybe she thought I was having a mid-life crisis and a ‘little red sports car’ was exactly what I needed. Regardless, I bought that car for my own enjoyment and boy, did I love that car.
And truth be told, that’s what most people understand a ‘hot-looking’ car is going to do for the owner. Of course, truth and fantasy blur easily and rarely does the latter influence the former. But that’s what most people still believe a ‘little red sports car’ will do for the driver.
What Does a ‘Little Red Sportscar’ has to do with ‘standing out’
One part (1/3, actually) of your marketing strategy is to ‘differentiate’ your self, business, products and services from the ‘alternatives’ your prospective client may consider, right? So how do you do that?
Leverage a Common Perception with An Uncommon Twist
Al Ries ad Jak Trout wrote a book called, “Positioning: The Battle for Your Mind“. In it, they suggest adopting “a competitive mental angle”. That simply means you assume your prospect is aware of who your competition is and you use what people associate about them . . . to your advantage.
What if you wanted to promote your mini-van? It’s no little red sportscar, right? EXACTLY!
That’s why the common understanding of what a ‘little red sportscar’ is all about makes it ideal to use to make your reader relate to what your benefit really is:
” . . . BETTER at picking up women than an exotic and expensive sportscar!”
Differentiation is never done in a vacuum — always use a context your reader already understands and THEN . . . add an ‘angle’ . . . to make your benefit ‘stand out’ in their mind.