What is a positioning statement?
It’s a key message that you want your customer to hear that sums up who you are, what you do, who it’s for, and why.
Why is this important?
It brings focus and clarity to your business, especially when you’re developing your marketing strategy. This is your outward facing statement (i.e., what you’d share with customers, potential investors, etc.). It’ll allow you to explain what your business is and why it’s what you do better than anyone else – in one or two brief sentences.
Have you heard of an elevator pitch?
An elevator pitch is called this because it’s a description/explanation/pitch that is short enough that you could tell a stranger what you do and why they should be interested in your business within the time it takes for you to get up to their office on an elevator (we’ll discuss this further in Lesson 13: Your Roadmap). It answers the question, “so, what do you do?”.
A positioning statement is like that.
Because of the research and work you’ve done so far, you should have enough information to put together your positioning statement.
First, answer the following questions:
- Who is your target customer?
- What business are you in?
- What benefit does your business bring to your customer?
- What makes it better than your competition?
Then, summarize the answers to form one sentence:
For [targeted customers], my business is the [point of reference (i.e., business category, type of business or service)], that does/provides/makes/brings [benefit] better than the competition because of [difference between you and competitor].”
That seems pretty wordy! An example for the Grow-Well business, to help you get a better idea, would be something like this:
For busy parents who care about their children’s health [target customer], Grow-Well is the custom organic food maker [type of business] that provides healthy food options for babies and toddlers. Grow-Well provides individual consultations to create menus that fit the needs of the individual baby and the parents [benefits to the customer]. We use only high quality organic ingredients and healthy cooking processes that parents can trust [why it’s better than competitor’s].
Tips for creating your own positioning statement:
Start with brainstorming a few answers to each of the questions above. Then, try forming a few draft sentences rather than trying to form a perfect sentence from the beginning. Don’t worry about getting it right the first time. You can also come back to this and adapt or change it over time.