The brand positioning for Magnum ice-cream is ‘World Pleasure Authority’.

They are currently running an on-pack promotion to give away £3m-worth of pre-paid Mastercards, so winners can buy whatever they like.

That’s because Magnum don’t sell ice-cream, they sell pleasure.

And what’s the usual response to pleasure? “Mmm, that’s nice.”

Similarly, I don’t sell marketing and copywriting services. I sell ‘Writing Without Waffle’, to which the usual response is “Ooh, that’s useful”.

So what do you sell?

Is it something that people really really want? Does it make them go “Mmm” and “Ooh”?

If not, perhaps you’d better change it.

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