While the creative brief provides direction and guidance to your design agency, the positioning statement clarifies your value proposition: the unique quality that sets your offer apart from others. Creating a clear and effective positioning statement can galvanize your company’s future as long as it’s convincing, genuine and felt convincingly by your organization.
The proficient online consumer knows a thing or two about finding value. If they don't understand what's unique about your offer, they can always go somewhere else to seek clarity in their purchase. Take the world of Radio-Controlled Helicopters. Henry, my eight-year-old son, had suffered not one but two disappointments since Christmas. The first helicopter that Santa had brought him shattered within 48 hours. We found one at Best Buy that claimed to be almost indestructible, only it got whacked at a certain angle so the charger receptacle disappeared inside the electronic innards.
We googled RC helicopters and found xheli.com, a sort of RC Helicopter Nirvana. Henry has spent hours exploring the site, watching Youtube videos, learning about spycams and reading through customer reviews. And I still feel like we're no closer to finding the perfect helicopter because none of the helos on this site offer a clear value proposition in our price range. Many are heavily discounted, some have stellar reviews, but I'm afraid that we'll go through another disappointment and then either lose our money or go through RMA hell.
Whether it's RC toys, computers, jeans, novels, films or automobiles, consumers definitely want choice, but they also want to feel confident that they're going to get their money's worth. The value proposition, the heart of any positioning statement, needs to be decisive and lucid.
What's the idea underlying the offer? Are you committed to the highest level of quality? Strong and effective wording will stimulate interest if your VP is clearly expressed. Using the right language is important. This statement may begin with the word “because”, and it will include information that demonstrates clearly to the listener who you are as a company and why they should choose to do business with you instead of your competitors.
If customers are frequently passing on your business, it may very well be because your positioning statement is too flaccid. First, you must understand that the statement should not be the same as a tag line or a slogan; there should be some substance to it. However, the statement should also be clear, concise, and well articulated. If the statement is long-winded, or if it sounds wordy, they are not likely to invest as much time with you.
Positioning statements should sound simple, but it can be very difficult to make them memorable, succinct and powerful. Even though you understand your vision and why your business is special, do you really know how to make a statement that will resonate with customers? Your positioning statement must entice and convince a person to follow your lead and become a customer.
If you find yourself laboring over your positioning statement without finding the right language, it may be time to seek some extra guidance. It can be very beneficial to find a professional who has experience writing these statements and seek their opinion. Sometimes, you are perhaps too close to be creative, and a new perspective on the matter can infuse new life in how your products will be better understood. By delving into your business as an outsider, they may be much more adept at noticing what really sets you apart.