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.
Develop Your Positioning Statements - To learn more about this author, visit John Brennan's Website.
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John Brennan
(Visit John's Website)
John Brennan Ed.D.
Dr. Brennan is President of Interpersonal
Development, LLC, a training and
development firm. Interpersonal
Development has provided sales training
and coaching to more than 3,000 sales reps
from over 100 companies.
A native of Australia, Dr. Brennan
received his doctorate from the University
of Rochester. His dissertation researched
the effectiveness of Behavioral Modeling
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