Join LinkedIn Learning Instructors for an in-depth discussion in this video Creating Your Positioning Statement, part of 2-Minute Tips for Marketing.
- Why would your customer purchase and be loyal to your products over your competitors? When customers believe that using your product delivers benefits and can offer them solutions, they'll choose you over and over again. But, first, you have to remind your audience you're different, and give them a reason to actually believe you. When you create a positioning statement, you're communicating your competitive advantage. Hi, I'm Deirdre Breakenridge, a marketing expert and author of six books on PR and branding.
A positioning statement identifies what you can do that your competitors can't do as well. Let's quickly break down the components. State the name of your product, share the type of audience it helps, identify your customers' needs and what they expect from you, say how you will help them and find a specific solution, and, lastly spell out the different benefits you'll provide them. Let me give you a good short example of a positioning statement. Southwest Airlines is the short-haul, no-frills, and low-priced airline.
That's a really specific and concise positioning statement. Southwest Airlines is making it very clear to their customers who want no-frills and are cost-conscious that Southwest is beating their competitors with these benefits. If you want your customers to know your competitive advantage, then you have to spell it out in your positioning statement. Now that you realize the importance of a positioning statement, you can go ahead and create your own as a part of your marketing or go-to-market plan.