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How to Create your Marketing Positioning Statement

How to Create your Marketing Positioning Statement

A positioning statement tells how you want your company (or product or service) to be perceived in the minds of your customer. It is about the benefit your customer gets from your product/service/company in relation to your competition and tells the customer why they should believe this is the benefit they gain.

Your Positioning Statement will answer the following questions:

  • Who is your business?
  • What business are you in?
  • Who do you serve?
  • What does your target market need?
  • With whom do you compete?
  • What makes you different from your competitors?
  • What unique benefit do your customers get from your product or services?

Identifying your unique benefit is the hardest part of writing your positioning statement. What is that ONE key benefit that differentiates you from everyone else?

  1. Unique – The positioning you come up with must be unique to you in order to set you apart from others.
  2. Narrow РIt must be focused on a specific need of your customer so that they will remember it. You want to define  your niche.
  3. Affordable – If must be within your budget to achieve. What can you afford to accomplish. It’s okay to start with a small goal and grow it as your income and resources grow.
  4. Sustainable – It will stick in the customers mind and will be hard to change so you want it to something you can live with for a long period of time.
  5. Believable – You must be able to deliver on the promise you make in your positioning statement.

One way to represent this information is to use this framework and fill in the blanks…

___________________ (Product, Company, Service, Person)
is the only ___________________ (category of product)
that provides ___________________ (the customer)
with ___________________ (one key benefit)
because ___________________ (why they should believe).
This is unlike ___________________ (primary competitor)
which provides ___________________ (competitor’s main benefit).

Have you written your positioning statement? What is it?

Here’s some more resources:

Precis Marketing: Positioning Statement

SMB Marketing Guide: How to write a positioning statement

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