Posted on February 9, 1999

  The Add Me! Newsletter           *** ISSUE #14 ***
  "Free tips for promoting your website"
  Add Me, Inc         


  February 9th, 1999		   *** ISSUE #14 ***


  Give your web site a search engine and earn profits!

  Include WhO's Best? search box in your web site.
  For every two searches generated, we will place your
  full-size banner ad on top of our pages. Our next
  generation search technology tops every search result
  with the people's choice best sites, each independently
  investigated to determine age, popularity and quality.

  Proceed to:    <- click here


  The Add Me! Newsletter is a brand new high quality 
  newsletter created to help everyone promote and market 
  their website. The Add Me! Newsletter has currently 
  over 140,000 subscribers.  
  Interested in sponsoring this Newsletter? 
  Go to for more info!

  Hope you'll enjoy it!

           .....THIS WEEK'S ARTICLE.....


  By Michel Fortin, Ph.D.
  Copyright � Dr. Michel Fortin

  Often, many businesses build their entire marketing strategy
  around a particular brand and its "better" qualities. Claiming
  superiority smacks of being untrue and is indeed a very risky
  endeavor. In other words, if you claim that you're the best, your
  statement will seldom be credible.

  A mentor once said to me that "Implication is more powerful than
  specification." It is much more effective to imply
  superiority--and to be perceived as being a superior
  company--than to simply being (or outright stating that one is)

  So, how do you get others to perceive you as being the best? How
  does one imply superiority without stating it outright? The
  following are a few pointers to guide you in that direction.

  If you're the first in some category, you can usually invent your
  own position, which makes it tremendously difficult for
  competitors to copy you. If you're the first and if your
  competitors do copy you, it will only help to remind people of
  you. In fact, being the first in the marketplace is not as
  important as being the first "in the mind" of the
  marketplace--the mind hates change!

  Sponsor Message:


  Visit GetHits, the number one source for website 
  submission! To submit your site to up to 500 search 
  engines and directories, go to this URL:    <- click here

  Working with cosmetic surgeons, I've personally experienced this
  undeniable truth. A particular hair transplant doctor is one of
  the first surgeons of this type. While superiority in this field
  is a matter of artistic ability and not historicity, he is still
  widely recognized as the best surgeon there is--even if he still
  uses outdated techniques.

  No two bodies can occupy the same space. If you get to a position
  first, you will have to be removed before someone else can take
  over. But if you're the first, it will be impossible for others
  to remove you. Hence, by being the first your position is
  virtually guaranteed!

  It doesn't matter who is technically the first in the marketplace
  or first to offer a product or service. The first to get a
  company, product, or service in the consumer's mind will own the
  position and thus be perceived as being the best.

  When you're the leader in your field or category, people will
  automatically assume that you're the best. Uniqueness is
  therefore the key and immensely more effective since it separates
  you from the rest rather than compares you to them.

  For instance, Jack Trout, in his truly wonderful book "The 22
  Immutable Laws of Marketing," proves this point with a simple
  question. He asks, "Who was the third person to fly over the
  Atlantic in a solo flight?" If you're not a history buff like me,
  you will more than likely be stumped. Most people remember that
  Lindbergh was the first because, being the first, he comes to
  mind immediately.

  However, if you were asked "Who was the first 'woman' to fly over
  the Atlantic in a solo flight?" which is the very same question
  but rephrased in a different way, you will probably know the
  answer. It's "Amelia Earhart."

  Many people try to "compete by comparison" and may even get some
  recognition as a result. But where they often fail is in creating
  lasting top-of-mind awareness by drowning their image in a
  currently known category--or ladder, if you will.

  Everybody knows who is the first in some category or another, but
  rarely do people remember who's second let alone third. If you
  market your company as a better firm with a better product or
  service at a better price, you are merely reminding others of
  that which you are better than, which is your competition.

  So, if there's no category you can be first in, create one.
  Having your very own category is powerful because it is
  impossible for your competition to beat you. Being the first,
  your place is therefore guaranteed and you will thus be perceived
  as the leader--which in fact, by being the first, you are!

  7UP floundered until it announced that it was the "Uncola." As a
  result, the more Coke and Pepsi advertised, the more it helped
  7UP. On the other hand, Coke, which was touted as being "The Real
  Thing," was known to be an old company with a 100-year old recipe
  locked in some secret safe. Pepsi decided to go the other way and
  proclaimed that it was for the "New Generation."

  Avis did poorly until it finally conceded that it was No. 2. The
  "We try harder" campaign focused on its underdog attitude that
  turned the size of its bigger competitor, Hertz, into a negative.
  Domino's Pizza was surely not the first pizzeria. But by being
  the first to deliver its pizza "in 30 minutes or it's free," it
  went from a small restaurant to a multimillion dollar franchise

  Be the first to cater to a specific target market or be the first
  to cater to a market in a unique way. Be the first to customize a
  general product or service to a specific market, or be the first
  to offer an alternative to an existing product or service.

  For example, you might be a travel consultant selling business
  trips to financial institutions. If you're not the first, you
  might then market yourself as "the first to serve the financially
  inclined" or "the first travel agent for the 'busy' financier."

  In other words, don't be the best in some category. Be the first
  in one.

  Michel Fortin, Ph.D. of The Success Doctor(TM) is an
  internationally-acclaimed business development consultant,
  speaker, author, and copywriter. If you like the ideas expressed
  in this article, then get a FREE copy of his complete book, "The
  10 Commandments of Power Positioning: Magical Marketing
  Strategies for Creating an Endless Stream of New, Repeat, and
  Referral Business" by visiting You can reach him at or (613)748-1624. You may also
  subscribe to The Success Doctor(TM)'s FREE weekly e-zine, "The
  Profit Pill."

    If you received this newsletter it is because you 
  subscribed to it through the Add Me! website.

  If you have missed previous issues of the Add Me! Newsletter
  and would like to read them, you can find them at this URL:

    The contents of this newsletter do not necessarily reflect 
  the opinions of Add Me, Inc. Add Me, Inc makes no warranties, 
  either expressed or implied, about the truth or accuracy 
  of the contents of the Add Me! newsletter.

    If you are interested in sponsoring this newsletter,
  send us an email at We will be happy 
  to send you our rates.


       (c) Copyright 1998-1999 Add Me, Inc



blog comments powered by Disqus