You understand that one buddy who all the time is aware of precisely what to say? Positioning statements are kind of like that. They assist your model say the best factor on the proper time.
And with these examples and templates, you’ll have all the things it is advisable to write a positioning assertion that makes your model’s message clear, assured, and unforgettable.
Let’s get into it, we could?
Contents
What’s a positioning assertion?
A positioning assertion is a manner of defining the place your model stands available in the market. It consists of your audience, the issue you remedy, your distinctive worth, and different key advantages. It’s totally different from a mission statement, which describes your total objective and values. It’s additionally totally different out of your unique selling proposition (USP), which focuses solely on what makes you distinctive.
Your mission assertion is extra of an inner driver of tradition and alignment, whereas your positioning assertion is extra of a tactical and exterior information on your advertising and marketing technique and messaging.
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How you can write a positioning assertion
There are alternative ways to jot down a positioning assertion; you would possibly tweak it relying on the place and the way it’s used. So the very best factor to do is collect all of the components first, after which you’ll be able to combine and match them to your liking.
Right here’s what you want:
- Goal market: The precise group of shoppers you goal to serve. These target market examples ought to assist.
- Enterprise/market class: The trade or niche wherein your model operates.
- Key advantages: The first benefits your services or products presents to prospects.
- Key options: The standout traits of your product that ship these advantages.
- Distinctive promoting proposition: That is what units your model aside from rivals. It is usually referred to as your unique value proposition.
- Rivals: The main rivals you’re differentiating what you are promoting from—each direct and oblique.
- Distinct benefit: The distinctive benefit your model holds over rivals.
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Positioning assertion templates with examples
Upon getting the above parts, you’ll be able to combine and match them to create positioning statements utilizing the formulation under.
Profit-feature positioning assertion template
[Brand] presents [target audience] a [key benefit] by offering [unique product/service feature] in Copywriting.
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- Zoom presents distant groups seamless communication by offering essentially the most dependable and user-friendly digital assembly experiences in video communications.
- Roto-Rooter presents owners and companies peace of thoughts by offering 24/7 emergency companies and essentially the most extremely educated plumbing and drain cleansing technicians.
- Metagenics presents health-conscious people and practitioners a customized strategy to wellness by offering high-quality, science-based dietary dietary supplements within the practical drugs and vitamin class.
When to make use of:
Competitor differentiation positioning assertion template
In contrast to [competitor], [brand] presents [target market] [distinct advantage], leading to [specific benefit].
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- In contrast to conventional vacuum cleaners, Dyson presents owners superior cyclone expertise, leading to extra highly effective suction and a cleaner dwelling.
- In contrast to conventional renovation companies, Bathtub Fitter presents owners and renters a fast and cost-effective toilet reworking resolution, leading to a reworked toilet with out the mess and trouble of a full renovation.
- In contrast to generic picture printing companies, Shutterfly presents households and artistic people a customized picture present and souvenir expertise, leading to treasured, high-quality picture merchandise that seize life’s recollections.
When to make use of:
Comparability benefit positioning assertion template
We assist [target audience] obtain [benefit] by way of [product/service] which, not like [competitor].
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- We assist small enterprise house owners obtain skilled advertising and marketing outcomes by way of Canva which, not like costly design businesses, gives easy-to-use templates and instruments.
- We assist small companies and startups obtain straightforward, automated payroll, advantages administration, and HR options by way of an all-in-one platform which, not like conventional payroll companies, is user-friendly, scalable, and constructed for contemporary groups.
- We assist folks searching for stress aid and wellness obtain a balanced thoughts and physique by way of inexpensive therapeutic massage remedy and wellness companies which, not like unbiased spas, present versatile membership choices, nationwide places, and constant high quality.
- We assist people and companies obtain monetary stability and progress by way of a variety of banking, lending, and funding merchandise which, not like smaller banks or credit score unions, gives intensive digital instruments, an enormous community of ATMs, and complete buyer assist.
When to make use of:
Downside-solution positioning
For [target audience] who battle with [problem], [brand/product] gives [solution] by [unique feature], leading to [specific benefit].
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- For distant groups that battle with disorganized communication, Slack gives a centralized platform with organized channels and integrations, leading to extra environment friendly and targeted collaboration.
- For owners who battle with managing dwelling safety and automation, Vivint gives a complete sensible dwelling resolution by providing built-in safety techniques, sensible thermostats, and automatic lighting, leading to enhanced security, power effectivity, and comfort.
- For busy people who battle with discovering dependable assist for on a regular basis duties, TaskRabbit gives a versatile service platform by connecting customers with native, vetted professionals for duties like cleansing, shifting, and repairs, leading to time financial savings and peace of thoughts.
- For rising companies that battle with conventional banking and credit score limitations, Brex gives an all-in-one monetary resolution by providing company playing cards, expense administration, and enterprise account companies with no private ensures, leading to higher monetary flexibility and streamlined enterprise operations.
When to make use of:
5. Market management positioning assertion template
For [target market], [brand] is the Copywriting that gives [key benefit] with/due to/by way of [features].
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- For busy professionals, Trello is the challenge administration instrument that gives easy, versatile collaboration with an intuitive drag-and-drop interface and integrations with key enterprise instruments.
- For health-conscious customers, Complete Meals is the grocery retailer that gives high-quality, natural, and pure merchandise by way of its dedication to sustainability and selling more healthy existence.
- For busy pet house owners, Rover is the pet care platform that gives dependable pet sitting and canine strolling companies, connecting you with trusted, native caregivers who care on your pets like household.
When to make use of:
6. USP validation positioning assertion template
To [target audience], [brand/product] is the [market category] that delivers [unique selling proposition] as a result of [supporting evidence].
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- To health-conscious customers, Sort Bars are the snack bars that ship a tasty and nutritious possibility as a result of they’re made with complete components and no synthetic components.
- To pet house owners, Chewy is the web pet retailer that delivers quick, dependable, and customized service with its 24/7 buyer assist and auto-ship options for pet meals and provides.
- To avid readers, Goodreads is the social guide discovery platform that delivers customized guide suggestions and community-driven critiques due to its huge database of books and lively consumer base who share insights and proposals.
When to make use of:
Last suggestions for crafting an efficient positioning assertion
Listed below are a number of final tricks to write an incredible positioning assertion:
- Hold it concise: Purpose for readability and brevity. A positioning assertion must be one to 2 sentences, straightforward to know, and memorable.
- Focus in your viewers: All the time prioritize the wants and needs of your audience. Suppose personas. Your assertion ought to resonate with them and handle their key ache factors.
- Be particular: Keep away from obscure language and (image me making a gaggy face) generic cliche statements. Clearly spell out the distinctive options and advantages that set your model aside from rivals.
- Keep genuine: This can be a massive one! Ensure your positioning aligns along with your model’s true strengths and core values. Don’t write one thing simply to jot down it, don’t overpromise or overhype, and positively don’t misrepresent what you provide.
- Check and refine: Share your positioning assertion with coworkers, prospects, and companions and ask for feedback. And upon getting it excellent, be ready to make changes as what you are promoting evolves.
Use these examples and templates to jot down the proper positioning assertion for what you are promoting
With the best positioning assertion, you’ll be able to clearly talk your model’s distinctive worth and stand out from competitors. Use the examples and templates offered to create a press release that resonates along with your audience and drives your model ahead. A well-crafted positioning assertion is a key step towards stronger, more practical advertising and marketing.
