A positioning statement (PS) defines the unique value and target market of a product or service. It is used in sales, marketing, and business strategy to communicate the key benefits of a product or service and how it differentiates from competitors.
A strong PS will not only contain information about the product, but it will also emphasize the unique benefits and key advantages over other products in the market. Sales and marketing teams use these statements extensively to approach customers and communicate their offering.
It should be noted that a PS is not all that is said about a product and will often serve as a foundation for messaging tailored to a specific buyer persona or ideal customer profile.
A positioning statement will typically include the following elements:
- Target market:
The specific group of customers that the product or service is intended for. - Unique value proposition:
The specific benefit or advantage that the product or service offers to the target market. - Competition:
An overview of the main competitors and how the product or service is different.
A very simple formula for writing a positioning statement, often used in tech product marketing, might look like this:“For [target audiences] looking for a [product category], our brand provides [unique value proposition] to help you achieve [outcome], unlike [our competition].”
How to Write a Powerful Positioning Statement:
FAQs
Yes. If the company serves multiple customer segments or sells a variety of products, then each product or target persona could easily require its own tailored PS to effectively communicate value and differentiate context.
Your PS should evolve alongside your market, competition, and products. As they change and update, you'll want to update your PS to match those changes. A good rule of thumb is to review these sectors or your business at least annually to check for alignment.
A PS is used by sales, marketing, and product teams. Marketing uses the PS to create campaigns that engage their target audience. Sales reps need the PS to tailor their pitches to customer pain points. Product teams can use a PS as a reference point to make sure new features align with the core value proposition.
A positioning statement is a tool used in marketing, sales, and strategy to define a product's unique value and target market. A tagline, in contrast, is a public-facing phrase that breaks the brand message into a catchy, consumer-friendly line. The tagline can be inspired by the positioning statement, but the two serve different purposes.
