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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 rivals are. It’s an inner doc that an organization makes use of to information the way it brings its product to market and delivers worth to clients.
An efficient product positioning assertion ought to reply the next questions:
- What drawback does the product clear up?
- Who does the product clear up this drawback for?
- How does the product clear up this drawback in another way than different merchandise?
What Is the Goal 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 allows 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 house furnishing merchandise at costs so low that as many individuals as attainable will be capable of afford them.” It says nothing about Ikea’s goal market or the worth clients get from the corporate’s merchandise, like a positioning assertion would.
What Are the 5 Essential Elements of Product Positioning?
The 5 primary elements of product positioning are:
- market class;
- distinctive attributes;
- worth proposition;
- goal clients; and
- rivals.
How one can Write a Positioning Assertion
To write down a product positioning assertion, take the above elements and put them collectively into one clear, concise sentence.
1. Establish Your Market Class
What’s your product? Don’t be too broad, however don’t be so particular that potential clients can’t simply perceive the idea, both. For those who’re a sedan producer, for instance, “vehicle” 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 available in the market class you simply outlined? What do you do higher or in another way?
3. State Your Worth Proposition
How do these distinctive attributes assist your goal clients?
4. Establish Your Goal Prospects
Who’re the individuals you wish to purchase your product? Once more, be as particular as attainable with out sacrificing readability. For those who stay on a highway that goes to a non-public golf course and your children open up a lemonade stand, for instance, their goal clients ought to be “thirsty, drained golfers with disposable revenue,” not simply “thirsty individuals.”
5. Name Out Your Opponents
Which corporations in your market class ought to clients view as your primary rivals? Ideally, your distinctive attributes and worth proposition are extra interesting to clients than these corporations’.
Positioning Assertion Template
To place these elements into an entire assertion, observe this one-sentence positioning assertion template:
Our product is a [MARKET CATEGORY] that does [UNIQUE ATTRIBUTES], which allows [VALUE PROPOSITION] for [TARGET CUSTOMERS], not like [COMPETITORS].
Positioning Assertion Examples
To see this template in motion, let’s have 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 different 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 allows environmentally sustainable efficiency for upper-middle-class customers, not like GMC, Ford and Chevrolet.
2. Dyn E mail Supply
It is a product positioning assertion I personally labored on at Dyn, the place we have been challenged with positioning our e-mail supply instrument to professional customers as a substitute 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 clients, which allows extra ROI on e-mail supply for corporations with first-party person signups, not like conventional methods of sending emails like SMTP from your personal internet servers.
Word right here that we positioned our competitors because the previous methods of doing issues, not different corporations, 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 gives a singular, pure and high-quality lemonade expertise which allows a more healthy choice for clients who worth handcrafted drinks that don’t use synthetic flavors and preservatives, not like smaller rivals and store-bought choices.
The Worth of Product Positioning
A profitable product positioning assertion helps your clients and prospects perceive the worth you deliver to them, which in flip makes your gross sales and advertising efforts simpler and creates new alternatives on your firm. It additionally helps your product improvement workforce give attention to constructing the proper differentiated options for the proper goal market.
Obtain our free positioning assertion template and get began at this time.
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