Issue #58

Reframe The Game

This week I have given you six examples of how to reframe products so that they are repositioned in the prospect's mind as unique, vital and answering a need they had not considered before.

1. Ivory Soap

In the late 1800s, Procter & Gamble (P&G) introduced “Ivory Soap”, which wasn’t much different from other soaps on the market.

They changed the narrative by positioning it in a new way: they emphasised that “Ivory Soap floats”.

Instead of focusing on the soap’s cleaning capabilities or scent, they highlighted its unique buoyancy as a feature that made it easier to find in the bath.

This shifted perspective from choosing based on cleaning power to ease of use.

Ivory Soap became a best seller for decades, not because it was a game-changer, but because P&G reframed the comparison in a unique way.

2. Toyota vs. American Car Manufacturers

When Toyota entered the U.S. car market, it wasn’t trying to position its cars as radically innovative or revolutionary compared to the big American brands like Ford, GM, and Chrysler.

Instead, they turned the comparison to “reliability and fuel efficiency”, at a time when American cars were known for their size, power and luxury.

The US manufacturers laughed and continued to weigh their cars down with toys and gimmicks.

Then the oil crisis of the 1970s hit and suddenly this shift in focus resonated with U.S. consumers.

Toyota successfully captured a large share of the market and have kept it ever since.

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3. Red Bull Energy Drink

When Red Bull entered the drinks market, it wasn't claiming to be the next Coca-Cola.

They positioned Red Bull as a “functional energy drink” meant to improve performance and concentration, not just for enjoyment or refreshment like other sodas.

This shift in comparison, focusing on utility not flavour, put Red Bull in a niche of one.

They changed the buyer’s frame from choosing between taste or image to deciding whether they needed an energy boost.

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4. Häagen-Dazs vs. Generic Ice Cream

Häagen-Dazs changed the frame by focusing on “quality and indulgence”.

Instead of competing on price, they highlighted the premium nature of the product, and the luxury experience of their ice cream.

This allowed them to set higher prices and carve out a loyal customer base.

This wasn’t about changing the game but rather shifting focus from mass produced ice cream to a personal treat.

5. Enterprise Rent-A-Car

Enterprise Rent-A-Car shifted their frame by focusing on convenience and local availability.

Other rental companies primarily operated from airports.

Enterprise emphasised that they were available in neighbourhoods and provided pickup services for customers.

This small but meaningful change, from airport convenience to local convenience, allowed Enterprise to dominate the “off-airport” market.

They became a leading player in car rentals by switching niche from travel oriented rentals to everyday, local needs.

6. Tide Pods

When Tide Pods were introduced, Procter & Gamble didn’t claim they would fundamentally change the laundry market.

They didn’t clean better than other detergents, but they were easier to use and more convenient to handle.

They successfully carved out a niche for themselves in a well established market by changing a previously ignored aspect of the laundry experience.

Conclusions

Customers want to make the “right” choice, the key is showing them what “right” can look like. It doesn’t have to be the accepted view.

The easier you make the choice, the easier you make the sale. The way you make it easier is to make your offer unique, so there is no competitor.

When you choose the right comparison, the decision-making falls into place. The story you tell around your product shows the comparisons you want the prospect to make.

Customers only hesitate when they’re stuck on the wrong comparison, so give them a new one.

The right comparison can flip the conversation from "too expensive" to "worth every penny”, from “I’ll think about it” to “where do I sign?”

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This is a button, it is a light switch, press it and sales becomes clear, bright and easy.

Let There Be Light On My Sales!

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Here is a video about how to reframe a requirement so that you get the correct solution when dealing with the hardest customers of all - your kids...

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I put another new video on the YouTube site, too, about Psychological Value Creation, which I will be covering next week.

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See you next week!

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