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One-Two-Three Positioning

In The Fall of Advertising and the Rise of PR, Al Ries and Laura Ries briefly mention the "one-two-three" approach to positioning. With the one-two-three positioning approach, you describe your product concept as the third in a series of breakthroughs.
First came the horse and carriage. Then came the automobile. Now, get ready for the .
You'll generally want to include the product's actual benefit to the user in the third clause.

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