What Exactly IS Positioning?
Positioning is how you differentiate your biz from the competition and orient yourself for success. It covers:
- Who your ideal customers are
- What unique value you provide to them (i.e.- your product benefits)
- How you provide that value (product features)
- How you pitch this clearly and concisely to customers (i.e.- your Unique Selling Proposition)
Why Do You NEED A Positioning Statement?
A strong positioning statement will help you manage you business a lot more effectively AND efficiently.
You won't spend as much time making every strategic marketing decision, because your positioning statement will have spelled that out clearly already. And your marketing will become more consistent - which will make your messaging resonate WAY more with your audience - which usually means more conversions.
And let's not forget one of the BIGGEST benefits of a killer positioning statement: it will help you connect much more intimately with your true target audience (your ideal customers).
When you focus on your true ideal customers - and forget everyone else out there - it frees you to amp up your relationship with them.
More connection. More conversions. More time for you to focus on scaling all that goodness UP!
How To Write A Powerful Positioning Statement
Just follow the formula below.
(And relax. This will be for YOUR EYES ONLY right now - you can tweak it so it's ready for public consumption a little later). ;)
I help [DESCRIBE IDEAL CUSTOMER] solve [PROBLEM] and achieve [BENEFITS] through [PRODUCT FEATURES] and [OTHER UNIQUE DIFFERENTIATORS]. In my business, I stand for [CORE VALUES].
The Next Step: Craft Your Unique Selling Proposition (USP)
A Unique Selling Propostion (USP) is how you articulate your positioning directly to your audience- in a way that will have them clamoring to buy from you.
In addition to word-smithing your Positioning Statement, you should also communicate why your customers should trust you.
How To Write Your USP
1. Adapt Your Positioning Statement
Re-write the first sentence of your positioning statement for your ideal customer's ear. Remove any jargon that might go over their heads.
And be careful about the language you've used to describe them. You want to describe them how THEY identify themselves.
2. Add Some Proof Points
Change the last sentence of your positioning statement to something like, "You can trust that I stand for [CORE VALUES] because [SOCIAL PROOF POINTS]."
So your USP becomes:
3. Do Plenty of Tweaking
Don't skimp on the editing! These formulas are great for getting started - for making sure the important pieces are covered.
But the magic is in the editing. Tweak the language until it sounds right to you!
Ready to try it yourself?
I’ve developed an comprehensive online course to guide you through setting your own digital marketing strategy - The Profitable Digital Marketing Plan.
Once you complete this course, you'll have in your hands a working strategy for making digital decisions to amp up your sales and grow your business. And you can do it in as little as 2 weeks!
Who's this course for? This course will super-charge your biz growth trajectory even if:
- You're on a pretty tight budget.
- You don't really know what digital marketing is all about- or how to make it profitable.
- Digital marketing is too complex, and you don't have time to figure it all out on your own.
- You're stressed out by how to drive sales online.
- You don't feel very tech-savvy. (Like, at all).