The global market has allowed companies from all over the world to compete for the same clients.
While allowing for greater reach, it is also complicates matters for businesses, which now have more competitors than ever.
How do you set yourself apart from the competition?
By letting potential clients know what makes you different, and better, than the rest.
A positioning statement is promotional material that allows you to concentrate on what makes your brand different than every other brand out there.
It is also beneficial to focus on the smaller scale of your enterprise, and create an individual positioning statement for every product and/or service you offer.
The benefit of a positioning statement is not only allowing the audience to understand your brand, but also to help you figure out where your niche in the market is.
Positioning Statement Template
Geoffrey Moore, author of the book, Crossing the Chasm, provides a handy template for writing up a positioning statement.
For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation).
An example of filling in this template would be:
For the young mum who needs to balance her personal and professional life, HipMum is an app that allows her to manage her schedule from any device, anywhere, anytime.
Unlike Google calendar, HipMum allows for many customisation for mums, such as suggestions for regular reminders to pump, purchase diapers and plan birthday parties.
The statement of differentiation, also called unique selling point (USP), is perhaps the single most important point of the positioning statement, and should be considered carefully.
This section is what will ultimately sell your offering, convincing the audience that this advantage is enough to choose your company over the competition.
Tips On Writing a Positioning Statement
If you need help compiling your positioning statement, this source will generate one for you in less than 30 seconds using the information you fill in about your business.
Make It Easily Digestible
Although you may want to plug in as much information and specifics about your offering as you can, keep your positioning statement brief, simple and easily digestible.
You want your audience to quickly scan it and understand it; if they are confused about what you’re trying to say they won’t trust your brand.
Make It Truthful
When setting yourself apart from the competition, it can be tempting to make certain promises or statements to bolster your credibility.
However, you need to be certain that what you write is truthful and possible.
If you make claims you can’t later support, you will lose the trust and faith of your clients.
Once you have written your positioning statement, you should use that as a guide for all of your other marketing materials and efforts.
Head of Training and Development
Originally published: 5 April, 2017
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