A positioning statement is a vital piece of your online marketing plan. Though simple in nature, it can greatly impact your marketing strategy and save you big time in the long run. A positioning statement is, well, a statement that explains your position in your market. It is a statement that answers three questions:
- Who is your target market?
- What do your offer them?
- How do you do it?
1. Your Target Market
The first part of your positioning statement is to identify who your target market is. Try to be as specific as possible. It is best to narrow down your target market as much as possible, as you are always able to broaden it later. For example, a custom glass company who specializes in high end shower door’s target might be “homeowners who live in a house above $250,000.”
2. Your Value Proposition
Your value proposition outlines what you offer your target market that you just identified. Again, try to be as specific as possible and focus on what is unique about your company and what sets you apart from your competition. Going back to the previous example, the value proposition for the glass company might be “high end shower doors customized for their bathroom.”
3. Your Method
The final part is your business method. This is the part where you explain why your customers should believe you. In this section, you can state how you are able to set yourself apart and achieve your unique position. The glass company example’s method could be “because we have a uniquely qualified team with over 100 years combined experience in the glass industry.”
Example Positioning Statement
“John Doe’s Glass Company offers homeowners worth more than $250,000 custom, high end shower doors by utilizing our qualified staff with 100+ years of combined experience in the glass industry.”