Desk of Contents
What Is a Positioning Assertion?
A positioning assertion is a sentence that describes what a product is, what it does, who it does it for and what its opponents are. It’s an inside doc that an organization makes use of to information the way it brings its product to market and delivers worth to prospects.
An efficient product positioning assertion ought to reply the next questions:
- What downside does the product resolve?
- Who does the product resolve this downside for?
- How does the product resolve this downside in a different way than different merchandise?
What Is the Objective of a Positioning Assertion?
The aim of a positioning assertion is to assist an organization talk its story to its goal market by emphasizing its worth proposition, its pricing and packaging and its distinctive differentiators.
An efficient positioning assertion permits an organization to market and promote its product extra effectively, develop new options that higher meet buyer wants and enhance buyer retention.
Positioning Assertion vs. Mission Assertion
The distinction between a positioning assertion and a mission assertion is that the previous explains why your goal buyer base ought to discover worth in your product, whereas the latter describes your organization’s day-to-day obsession.
One other method to think about it’s, a product positioning assertion ought to be customer-focused and a mission assertion ought to be company-focused.
Ikea’s mission assertion, for instance, is “to supply a variety of well-designed, practical residence furnishing merchandise at costs so low that as many individuals as doable will be capable to afford them.” It says nothing about Ikea’s goal market or the worth prospects get from the corporate’s merchandise, like a positioning assertion would.
What Are the 5 Principal Elements of Product Positioning?
The 5 important elements of product positioning are:
- market class;
- distinctive attributes;
- worth proposition;
- goal prospects; and
- opponents.
How you can Write a Positioning Assertion
To put in writing a product positioning assertion, take the above elements and put them collectively into one clear, concise sentence.
1. Determine Your Market Class
What’s your product? Don’t be too broad, however don’t be so particular that potential prospects can’t simply perceive the idea, both. For those who’re a sedan producer, for instance, “car” is just too broad and “four-door household transportation car” is just too particular. Simply say “sedan.”
2. Spotlight Your Distinctive Attributes
What makes your product stand out from others out there class you simply outlined? What do you do higher or in a different way?
3. State Your Worth Proposition
How do these distinctive attributes assist your goal prospects?
4. Determine Your Goal Clients
Who’re the folks you wish to purchase your product? Once more, be as particular as doable with out sacrificing readability. For those who dwell on a highway that goes to a non-public golf course and your youngsters open up a lemonade stand, for instance, their goal prospects ought to be “thirsty, drained golfers with disposable revenue,” not simply “thirsty folks.”
5. Name Out Your Rivals
Which firms in your market class ought to prospects view as your important opponents? Ideally, your distinctive attributes and worth proposition are extra interesting to prospects than these firms’.
Positioning Assertion Template
To place these elements into a whole assertion, observe this one-sentence positioning assertion template:
Our product is a [MARKET CATEGORY] that does [UNIQUE ATTRIBUTES], which permits [VALUE PROPOSITION] for [TARGET CUSTOMERS], not like [COMPETITORS].
Positioning Assertion Examples
To see this template in motion, let’s take a look at some positioning assertion examples:
1. Tesla Cybertruck
Tesla desires to place its truck as a sleeker, extra progressive and extra environmentally-friendly various to conventional pickups. That is how the corporate communicates that to the market:
Our product is a truck that is each electrical and classy, which permits environmentally sustainable efficiency for upper-middle-class customers, not like GMC, Ford and Chevrolet.
2. Dyn E-mail Supply
This can be a product positioning assertion I personally labored on at Dyn, the place we have been challenged with positioning our e mail supply software to authentic customers as an alternative of spammers. After a number of iterations, we landed on this assertion:
Our product is a transactional e mail supply service that helps you present significant e mail content material to your goal prospects, which permits extra ROI on e mail supply for firms with first-party person signups, not like conventional methods of sending emails like SMTP from your individual net servers.
Word right here that we positioned our competitors because the outdated methods of doing issues, not different firms, which will also be an efficient method.
3. Lemonade Stand
Even a enterprise like a lemonade stand, which has withstood the check of time, can innovate by specializing in positioning. Right here’s an instance of how one can uplevel this lemonade stand.
Our product is a refreshing and pleasant lemonade stand that presents a singular, pure and high-quality lemonade expertise which permits a more healthy possibility for prospects who worth handcrafted drinks that don’t use synthetic flavors and preservatives, not like smaller opponents and store-bought choices.
The Worth of Product Positioning
A profitable product positioning assertion helps your prospects and prospects perceive the worth you carry to them, which in flip makes your gross sales and advertising efforts simpler and creates new alternatives to your firm. It additionally helps your product growth staff concentrate on constructing the fitting differentiated options for the fitting goal market.
Obtain our free positioning assertion template and get began at the moment.
