April 19, 2024

How to Build a Positioning Statement: A Step-by-Step Guide

How to Build a Positioning Statement: A Step-by-Step Guide

A positioning statement is a concise summary of your product or service. It answers the question, ‘who are you?’ and helps you communicate with customers. You can use this article to learn how to create an effective positioning statement for yourself or your company.

A successful business needs more than just good products and services; it also needs the right marketing strategy to attract customers. 

That includes knowing who you are, what makes your product or service different from others, and what benefits it offers that others don’t offer. Your positioning statement gives people insight into how they can trust you with their business (and their money).

Everyone who goes into business wants to succeed and make a name for themselves, but few of them know how they can do this.

Businesses often spend too much time and resources on fruitless endeavors when they could be focusing on specific goals that would help them build their reputations. 

A positioning statement is a clear, one-sentence description of what you do and why your customers should buy from you rather than your competitors. Here at https://playtapcity.com/ has some more guides on how to build a positioning statement.

This post will give you the tools you need to craft effective positioning statements for your company in order to attract more customers.

How to Write a Superb Brand Positioning Statement - Boldthink | Marketing &  Branding Agency | Website Design | Indianapolis

1.Be Specific, Not Generic.

One of the first things that you should do when thinking about your positioning statement is to stop talking about yourself and start talking about your specific target audience. 

It’s important to be as specific as possible when writing this because if you say what you really are, you are simply plagiarizing “everybody else.” 

If your company makes cheese, for example, it would be a disaster to write a positioning statement that just said “Cheese.” Instead, focus on the type of cheese that you make.

2.Mining Your Contact Information.

One of the best ways to come up with ideas for your positioning statement is to think about why you are receiving calls or visits from customers. Do they have an interest in the product or service that you provide? 

If so, take notes on why they may be calling, and this will help you understand what people are looking for when they do business with your company. These notes should be detailed enough that you can refer to them later when writing your positioning statement.

3.Examine Your Customer’s Habits And Day-To-Day Life. 

One of the common mistakes that many business owners make is thinking about their customer’s habits instead of focusing on what they are looking for out of their company. For example, if you provide services for small business owners, it would be smart to refer to that when writing your positioning statement.

4.Be Specific About Benefits And Draw The Customer To You.

Your positioning statement should be clear and concise about what is most important about why a customer should buy from you rather than a competitor. 

If you offer a low-cost service, focus on the benefits of this service in your positioning statement, rather than focusing on how much cheaper it is compared to its competitors.

5.A Sample Of How To Make A Positioning Statement.

One way to really focus on what you should be doing with your positioning statement is to look at a sample of how it should be done. This will provide a solid idea of what you need to do when writing yours, and you can use this as a template. The sample that we will be looking at is from Capital One:

  • Capital One is the nation’s leading provider of credit cards and banking services for people with average credit and limited access to traditional bank service. Through our partnerships with multiple banks and numerous distribution channels, we offer our customers more than 40,000 products ranging from cards and checking accounts, to auto loans and mortgages.
  • Capital One offers a variety of financial services, and each one is designed to help people with average credit and limited access to traditional bank services. Whether you’re looking for a card, checking account, mortgage, or auto loan, Capital One can provide you with what you need.

6.Putting Your Positioning Statement Into Action.

Once you have your positioning statement, it’s important to let everyone in your company know what it is. This can be done in a variety of ways, including having it displayed on the wall of your office or even tattooed on the inside of someone’s arm (just kidding). 

The point is that you want everyone to know what the company stands for; this includes support staff, management, and even new hires.

7.Tweak And Test Often.

A positioning statement is only useful if it remains relevant to your target audience, so make sure that you keep updating your statements often until they provide benefit to all of your clients. Hopefully, this post will give you the tools that you need to create your own powerful positioning statements that will attract more customers for your business.

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Cormaci Devid

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