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Develop Your Positioning Statements
Written by: John BrennanArticle Overview: Your positioning statement is used in literature, your website, and other sales materials. It should capture how you are positioned versus your competitors -- your value proposition, the core of your brand, the critical thing that you stand for. You should have three different lengths; a 25 word , a 50 word and a 100 word statement.
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Develop Your Positioning Statements
25-WORD POSITIONING STATEMENT (WRITTEN)
Use your 25 word positioning statement whenever you need a very short synopsis of what you stand for. For example, you’ll probably use it on your homepage, in press releases, at the bottom of product spec sheets, etc.
Your 25-word positioning pitch should contain:
Your company name
What you do
Who your customers are
One or two of the most important reasons customers buy from you
Make sure the statement is
• Simple and concise
• Easy to understand
• Interesting and engaging
• Limited to one or two benefits
• Focused on a distinct advantage
• Specific rather than vague or broad
• Honest
• Meets tone and style requirements
Your positioning statement should convey your value proposition & brand identity.
50-WORD POSITIONING STATEMENT (WRITTEN)
This medium-length statement builds on your 25-word statement by adding the most important functional benefits your product offers to your customers. It’s a great all-purpose positioning statement that can be used throughout your written materials.
Your 50-word positioning pitch should contain:
Company name
What you do
Who your customers are
The one or two most important emotional benefits
One or two of the most important functional benefits
100-WORD POSITIONING STATEMENT (WRITTEN)
Your 100-word positioning statement builds on your 50-word statement by adding more benefits and features. It should contain:
Your company name
What you do
Who your customers are
How long you’ve been in business
Where you operate (if important)
One or two of the most important emotional preference drivers
Most important functional benefits
Key features
Additional emotional benefits, functional benefits and features as desired
This statement should be 2-3 paragraphs with bullets if appropriate; make sure it’s easy to skim and comprehend.
If you taker the time to create these three statements, you will always be able to respond quickly with statements for PR, marketing and sales situations.
Your Personal Positioning Statement
Positioning: The core of corporate communications
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Article Tags: positioning statement, sales materials, value proposition
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Related Forum Posts
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Do you believe in "Mantra" or "Mission Statem
- In the Strategic Management course I'm currently taking, my group and I were supposed to come up with an improved mission statement for the organization we're analyzing or explain why the existing one doesn't need to be revised. However, business expert and author, Guy Kawasaki says "Forget mission statements; they're long, boring, and irrelevant. No one can ever remember them-much less implement them. Instead, take your meaning and make a mantra out of it. This will set your entire team on the right course" ("The Art of the Start" 3).
Which do you use for your own businesses: Mantra, Mission Statements or neither?
Thanks
And This is Handy Too!
- [quote:31wl64vf]Develop Fingerprints! Place a small wad of cotton, saturated with tincture of iodine, in a glass tube; blow against suspected fingerprints, and they will appear. [/quote:31wl64vf]
Must be of use to all you entrepreneurs out there!
You can see my Bank statement.........
- Hi there,
Today we are bombarded with 'Business Opportunities' by the multitude.
I believe it is possible to earn a lot through the internet, but it is hard work. Nobody gets it very easy on a long term basis.
[b][b]How much notice do people take[/b], [/b]when the Bank Statements are shown as means of 'how credible' their business idea is?
Are they always totally true? They look authentic.
The whole industry is growing rapidly.
What is your experience? Is there any regulation in presenting the 'Bank Statement' or other statements from 'Click Bank' etc ?
Kindest Regards
Beat
"Unlock People's Potentials!"
Working with Suppliers
- Hi Mary,
You're facing a very common issue for entrepreneurs.
2 suggestions I have for you:
1) Develop a personal relationship. Get to know your potential suppliers and meet with them face to face. If it's a meeting you set up or you find them at a tradeshow, etc get to know the people and they're much more likely to cut you a break. People want to work with people they know and like.
2) Have you considered smaller, local suppliers who see your business as more important?
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by: 
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