How To Write A Great Positioning Statement
A specific, descriptive, positioning statement of differentiation is one of the most powerful tools an organization can use to talk about itself — be it in an advertisement, a 20-second elevator speech, or a new business proposal.
A good positioning statement answers 7 questions:
- Who we are
- What our purpose is
- Whom we serve
- What’s needed by those we serve
- Against whom do we compete
- What’s different about us
- What unique benefit is derived from our product(s)/service(s)
Consider These Two Examples
Las Vegas HVAC Repair Firm #1
Because we have 58 repair technicians on call 24 hours a day, 7 days a week to man our 27 service trucks, we guarantee your home or business will be cool (or warm) within 2 hours of your call -or- there’s no charge for the repair.
Las Vegas HVAC Repair Firm #2
We’re committed to the utmost in quality service. We’ve been the go-to HVAC professionals for Las Vegas heating & air conditioning service for 20 years straight and we have a track record of no complaints. Our highly trained and talented technicians serve all of Southern Nevada.
Which 46-word positioning statement is more likely to receive the “help me” call from you?
Most would choose Firm # 1 based on their headline alone. Reading further in their ad one discovers that if the crews are too busy to fix the unit on the spot, or if the repair would take longer than 2 hours, portable units would be brought in to cool (or heat) the house/building at no extra charge until the repair was completed. Bottom line, the customer would be comfortable in a hurry, period.