You recognize that one buddy who all the time is aware of precisely what to say? Positioning statements are type of like that. They assist your model say the suitable factor on the proper time.
And with these examples and templates, you’ll have the whole lot you should write a positioning assertion that makes your model’s message clear, assured, and unforgettable.
Let’s get into it, lets?
Contents
What’s a positioning assertion?
A positioning assertion is a method of defining the place your model stands out there. It consists of your audience, the issue you resolve, your distinctive worth, and different key advantages. It’s completely different from a mission statement, which describes your general function and values. It’s additionally completely different out of your unique selling proposition (USP), which focuses solely on what makes you distinctive.
Your mission assertion is extra of an inside driver of tradition and alignment, whereas your positioning assertion is extra of a tactical and exterior information in your advertising technique and messaging.
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How one can write a positioning assertion
There are other ways to put in writing a positioning assertion; you would possibly tweak it relying on the place and the way it’s used. So the most effective factor to do is collect all of the components first, after which you may combine and match them to your liking.
Right here’s what you want:
- Goal market: The precise group of consumers you intention 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 gives to prospects.
- Key options: The standout traits of your product that ship these advantages.
- Distinctive promoting proposition: That is what units your model other than rivals. It is usually generally known as your unique value proposition.
- Rivals: The main rivals you’re differentiating your online business from—each direct and oblique.
- Distinct benefit: The distinctive benefit your model holds over rivals.
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Positioning assertion templates with examples
After getting the above parts, you may combine and match them to create positioning statements utilizing the formulation under.
Profit-feature positioning assertion template
[Brand] gives [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 gives distant groups seamless communication by offering essentially the most dependable and user-friendly digital assembly experiences in video communications.
- Roto-Rooter gives householders and companies peace of thoughts by offering 24/7 emergency providers and essentially the most extremely skilled plumbing and drain cleansing technicians.
- Metagenics gives health-conscious people and practitioners a customized strategy to wellness by offering high-quality, science-based dietary dietary supplements within the useful medication and diet class.
When to make use of:
Competitor differentiation positioning assertion template
In contrast to [competitor], [brand] gives [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 gives householders superior cyclone expertise, leading to extra highly effective suction and a cleaner dwelling.
- In contrast to conventional renovation providers, Bathtub Fitter gives householders and renters a fast and cost-effective lavatory reworking resolution, leading to a reworked lavatory with out the mess and problem of a full renovation.
- In contrast to generic photograph printing providers, Shutterfly gives households and artistic people a customized photograph reward and memento expertise, leading to treasured, high-quality photograph merchandise that seize life’s reminiscences.
When to make use of:
Comparability benefit positioning assertion template
We assist [target audience] obtain [benefit] by [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 outcomes by Canva which, not like costly design businesses, offers easy-to-use templates and instruments.
- We assist small companies and startups obtain straightforward, automated payroll, advantages administration, and HR options by an all-in-one platform which, not like conventional payroll providers, is user-friendly, scalable, and constructed for contemporary groups.
- We assist folks in search of stress reduction and wellness obtain a balanced thoughts and physique by inexpensive therapeutic massage remedy and wellness providers which, not like impartial spas, present versatile membership choices, nationwide places, and constant high quality.
- We assist people and companies obtain monetary stability and progress by a variety of banking, lending, and funding merchandise which, not like smaller banks or credit score unions, offers in depth digital instruments, an enormous community of ATMs, and complete buyer help.
When to make use of:
Downside-solution positioning
For [target audience] who battle with [problem], [brand/product] offers [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 offers a centralized platform with organized channels and integrations, leading to extra environment friendly and targeted collaboration.
- For householders who battle with managing dwelling safety and automation, Vivint offers a complete sensible dwelling resolution by providing built-in safety programs, sensible thermostats, and automatic lighting, leading to enhanced security, vitality effectivity, and comfort.
- For busy people who battle with discovering dependable assist for on a regular basis duties, TaskRabbit offers 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 offers an all-in-one monetary resolution by providing company playing cards, expense administration, and enterprise account providers with no private ensures, leading to better 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 [features].
Examples
Notice that these are hypothetical examples, not the manufacturers’ official positioning statements.
- For busy professionals, Trello is the challenge administration software that gives easy, versatile collaboration with an intuitive drag-and-drop interface and integrations with key enterprise instruments.
- For health-conscious consumers, Entire Meals is the grocery retailer that gives high-quality, natural, and pure merchandise by 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 providers, connecting you with trusted, native caregivers who care in 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, Type 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 net pet retailer that delivers quick, dependable, and personalised service with its 24/7 buyer help and auto-ship options for pet meals and provides.
- To avid readers, Goodreads is the social guide discovery platform that delivers personalised guide suggestions and community-driven critiques due to its huge database of books and lively person base who share insights and proposals.
When to make use of:
Remaining ideas for crafting an efficient positioning assertion
Listed here are just a few final tricks to write an important positioning assertion:
- Maintain it concise: Intention for readability and brevity. A positioning assertion must be one to 2 sentences, straightforward to grasp, 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 other than rivals.
- Keep genuine: This can be a large one! Be certain your positioning aligns together with your model’s true strengths and core values. Don’t write one thing simply to put in writing it, don’t overpromise or overhype, and undoubtedly don’t misrepresent what you provide.
- Check and refine: Share your positioning assertion with coworkers, prospects, and companions and ask for feedback. And after you have it good, be ready to make changes as your online business evolves.
Use these examples and templates to put in writing the right positioning assertion for your online business
With the suitable positioning assertion, you may clearly talk your model’s distinctive worth and stand out from competitors. Use the examples and templates supplied to create a press release that resonates together with your audience and drives your model ahead. A well-crafted positioning assertion is a key step towards stronger, simpler advertising.
