In politics, “spin” is what turns the “inexperienced” candidates into the ones with “fresh ideas,” and the “entrenched” candidates into those who “know how to get the job done.” In business, “spin” is also known as “positioning,” and many use it to turn potential liabilities into assets.
Of course, if you need help determining the best positioning for your product or service, give me a call. As your marketing writer I can help you find the best way to present your business, and then write marketing materials that will get results for you.
|TURNING A POTENTIAL LIABILITY INTO AN ASSET
When is a liability not a liability? When you can turn it into an asset through clever positioning! Sometimes whether something is a positive or a negative is really just a matter of perspective. To illustrate this concept, let’s look at some examples…
Lack of Experience
Perhaps you just started a business. Some might consider your inexperience to be a liability. Maybe business is still a little slow. How can you put a positive spin on things? You’re not “inexperienced,” you’re…
Not everyone wants to be the low-price leader. But you also wouldn’t want to tout that you’ve got “the highest prices in town”! You’re not “expensive,” you’re…
“Me Too” Service
What if you’re in an industry where all of the players offer essentially the same thing – or it at least appears this way to the average consumer? How can you position yourself to stand out from the crowd? You’re not “just the same as your competitors,” you’re…
Many businesses try to hide their potential negatives completely, hoping that no one will notice them. This approach tends to back-fire. It’s often far better to confront these potential negatives head-on, by spinning them around and turning them into positives.