Positioning Through Opposites

Rev leverages holiday trends to write an excellent article.

My inbox gets crazy this time of year with all of the promotional emails I get. It’s rare that I get one that actually grabs my attention. Rev, a company well-known for its transcription scripts, sent an email titled, “Please, Get Them Anything But Us.”

This immediately caught my attention because every other email in my inbox was all about why I should buy things 01 or 02. I read through the entire email and was prompted to click through to an article, “The First-Ever Annual Rev Guide to Gifts You Shouldn’t Get Your Nieces & Nephews” and read through that as well.

It was a clever way to feature the benefits of using Rev that sounded like the opposite of everything else I’m receiving this time of year.

Props to Rev and the copywriter(s) responsible for that campaign. Check out for yourself and get inspired on how to use the unexpected to your advantage.