A Template for How To Craft Your Own Positioning Message

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Smart Marketing Tip: Clearly Define Your Positioning Message

Your positioning message distinguishes your offerings from other companies’ in a way that matters to customers, so they know why they should buy from you – and not the competition!

4 elements you must define to craft a strong positioning statement:


Element #1: Your target market: Who are your customers?

  • Where are they? ______________________________________
  • What are their relevant demographics? (Job title, are they a decision maker?)

_______________________________________________________________

  • What are their “pain points” in business (i.e., real or perceived problems they face)

_______________________________________________________________

Element #2: Your category: What’s the label customers use to define what you are?

Think of your category as the label customers use to define what you are – allowing them to compare apples to apples, so to speak. Unlike the other elements of a positioning message, your category isn’t what makes you unique; it’s where your products/services stand in relation to customers’ other options.

My customers view me as… a supplier, vendor, tech product, sale tools etc :  _________________

Element #3: Your primary differentiator(s): What do you do better or differently than anyone else?

a. Why do customers buy from you? (i.e., What sets you apart from the competition?)

____________________________________________________________________

b. What problems do you solve? (i.e., How are your products or services relevant?)

____________________________________________________________________

c. How do you make people’s lives better? (i.e., What are the quantifiable benefits your products or services deliver?)

____________________________________________________________________

Element #4: The reason to believe: Why should customers have confidence in your claims?

How does your product or service help your customers solve their problems more… efficiently, cost-effectively etc.

____________________________________________________________________

A standard positioning statement can be constructed in the following way:

For (target audience), (brand name) is the (category) that delivers (unique differentiators) because only (brand name) is (reason to believe).

Try it…

For (_________________________________),

(______________) is the (______________) that delivers

(_________________________) because only (______________)

is (___________________________________________________).

Are you working on your company’s messaging?

If you need assistance with any aspect of your company’s marketing, contact the Smart Marketing experts at Barqar today.

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