Don’t know how to create a unique positioning for your product or service?
Do you think that there’s nothing special or different to say about it?
Watch this brilliant video, recorded 10 years ago when we were just inebriated by the new tablets. You can find the transcript in English at the end of this post:
The author is a genius. Kudos. I’m afraid I don’t know his name, I can only suppose he’s from the Spanish bookstore called Leerestademoda (link at the end of video).
I want you to watch the video not just because it is the most effective demonstration of a… “disruptive technology” I’ve ever seen, but also because it offers a number of interesting insights about marketing and demand generation.
Let me highlight here a few lessons:
1. With a bit of creativity, the video demonstrates that you can re-invent any old, commoditized product
2. Look how he reverts into negative all features of digital devices, and how he vice versa highlights all the features and functionalities and modes of use of Book and its components and accessories:
– the sequential page number
– the summary
– opaque paper technology LOL
– the bookmark, compliant to international standard to be cross-device
– the pencil (!)
– the use under any conditions
– the eco-friendliness
– the ergonomy
– the usability
If you are a business owner or a marketing professional, even in a dry B2B market, do you still think
– that your product could not be presented in a more attractive way?
– that you cannot say much to differentiate it from your competitors?
– that you cannot do anything to refresh your offer and your message?
There is always a way to make your product or service special.
Video Transcript in English
Hello! Introducing the new organized bio-optical knowledge-sharing device whose commercial brand name is:
BOOK is a revolutionary technological breakdown: no wires, no electrical circuits, no battery, no connection needed.
Compact and portable, BOOK can be used anywhere.
Lacking an electric battery, it does not need to be recharged and can be used for as long as necessary even if an outlet is not available.
BOOK never hangs, BOOK never needs to be restarted.
You just have to open it and start enjoying its enormous advantages.
Here’s how it works:
BOOK is constructed with sequentially numbered sheets of paper each, of which is capable of storing thousands of bits of information.
Each page is scanned optically by recording the information directly to your brain.
A simple finger shake takes us to the next page.
The sheets are held together by a sewing device called “Folder”, which keeps them in their correct order.
Thanks to opaque paper technology, manufacturers can use both sides by duplicating information and reducing costs.
Most BOOKs include an index function that indicates the exact location of any information selected for immediate recovery.
The optional bookmark accessory allows you to open the BOOK at the exact point where the previous session was left, even if the book has been closed.
The bookmarks conform to international standards so that the same bookmarks can be used in BOOKs of different manufacturers.
Conversely, different bookmarks can be used in the same BOOK, if the user wishes to store several searches at once.
It is also possible to make personal notes next to BOOK text entries, by using a simple programming tool:
The “hands-free” device, also known as the “lectern”, allows the correct BOOK placement for comfortable reading without using your hands.
If you need to turn the page, a simple finger shake is enough.
BOOK is an environmentally friendly product since it is composed only of 100% recyclable materials.
Portable, durable and affordable, BOOK is being received as the precursor of a new wave of entertainment.
Welcome to the era that will transform your way of understanding the world.
Welcome to the BOOK experience!