A memorable positioning statement not only tells your customers what you do, but it positions you within the industry and separates you from your competitors.
Business marketing plays a vital role to the lifecycle of any
successful organisation as it exposes and promotes your products and
services to hundreds of potential customers. This statement is obvious
to anybody who has ever ran a business before, however the important
fact to remember is that marketing is useless if nobody remembers your
advertisements. This is the hard truth about marketing and
unfortunately it seems a lot of people fall short in this category.
This is where a simple, effective and memorable positioning statement
comes in to play.
One way to ensure people remember you and your
products/services is to come up with a brilliant positioning statement.
A positioning statement should define what you do, how you do it and
position you within your industry all within a few catchy words. Some
good examples include Jeans West "Fits Best" and Victorian Bitters "For
a hard earned thirst". Both of these statements identify briefly what
the organisation can do for you in just a few simple words. Remember,
the KISS rule definitely applies here!
To develop a great positioning statement, a few key steps should be conducted. These have been outlined below.
1. Begin by reviewing your company's Mission and Vision
Statements and keep these in mind throughout the process. Your
positioning statement should bring your vision to life.
2. Make a list of your audiences and prioritize them.
3. For each customer type, figure out what their urgent needs
are. Don't assume you know what your customers' needs and pains are.
Get out and talk to customers to get an in-depth understanding of their
wants and their needs. Categorize the customer needs into three
categories: Urgent, Important, and Useful.
4. Make a matrix with the Urgent and Important Needs of
customers across the top. Down the side, make a list of key features of
your product/service. In each box where there's a match between a
customer need and what you offer, jot down how you solve that need.
5. Make a similar chart for each of your competitors. In
addition, gather information from their website, printed materials and
other sources, how they are positioning themselves and what their key
messages are. Write this all down.
6. Now you have all the necessary information to identify your
distinctive positioning. Using your company's matrix, focus on how you
meet the most urgent need, or top two if there's a close second. In
solving those needs, what do that is unique compared to the
competition? Identify the one most compelling reason for customers to
do business with you. It's important to be focused.
7. Write a sentence that gives you a distinctive advantage,
not just presents your value as a superlative claim. Keep honing it
until it's clear and feels right. Check it out with some customers for
confirmation that it conveys the compelling reason to do business with
Once you have applied these steps, you should have in your hot
little hands an effective positioning statement that will soon become
the single most important sentence in your marketing arsenal. Use this
positioning statement wherever you can. Let the whole know what you can
do for them. Remember, keep it simple. There is nothing worse than a
position statement that takes more than a few seconds to read, process
and most importantly memorise.
Jon Bergan is the owner of Bergan Blue, an Australian based creative design studio focused on bridging the gap between the online world of the Internet with the offline world of Marketing. Please visit http://www.berganblue.com.au/ for more information.