Positioning: More Value, Made Vivid

Changing the way you describe a product can justify a multiple of its price — without changing the product. Most copy leaves that multiplier on the table: it sells saving time or money instead of creating value, mixes its price signals, and says it all in generic words nobody pictures. This skill converts existing messages, one at a time, through three disciplines — more value at the right level of the customer's needs, one consistent price story, and every sentence vivid — and records the survivors as a reusable positioning-statement list.

The mental model

The repositioning multiplier