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Sales Process

How to Find Your Positioning Statement

23 min
Average Score

Tim Cameron-Kitchen

Digital Marketing Author and Founder @ Exposure Ninja

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In today's competitive business landscape, standing out and effectively communicating your value proposition is crucial. A well-defined positioning statement can be your secret weapon. In this comprehensive guide, you will learn how sales enablers, specifically your positioning statement, can give you the edge you need to succeed.

Why Your Positioning Statement Matters

Understanding the Basics: In the world of marketing and sales, you've likely heard of USPs, value propositions, and points of differentiation. We'll keep it simple. Your positioning statement should answer three fundamental questions:

  • What do you do?
  • Who do you do it for?
  • Why should people choose you over your competitors?

The Simplicity Advantage

Simple is Memorable: Complex brand manuals may gather dust, but a straightforward positioning statement is easy to remember and use. For example, "At Exposure Ninja, we help SMEs generate more leads and sales through their websites. People choose us because we're plain English and focus on return on investment." This statement serves as a filter, ensuring that your marketing materials align with your core message.

The Real-World Impact of Positioning

Case Study: Consider a well-established business that relied heavily on word-of-mouth referrals. While successful, they realized the need to tap into cold traffic and expand their reach. This required a clear positioning statement. Without one, they struggled to articulate why potential customers should choose them. Your positioning statement is the foundation of your marketing efforts.

Applying Positioning in Sales and Marketing

Your Guiding Light: Your positioning statement isn't just a fancy slogan; it guides every aspect of your marketing strategy. From ad copy to website tone to social media content, it ensures consistency and relevance. It's your blueprint for attracting your ideal customers.

Understanding Market Position

Supermarket Strategy: The supermarket industry provides a clear illustration of how businesses position themselves. Waitrose caters to the affluent market with a focus on quality, while Lidl competes on price. Each supermarket knows where it fits on the spectrum, and this clarity guides their marketing efforts.

Crafting Your Positioning Statement

Three Phases: Crafting your positioning statement involves three stages: listening, thinking, and testing. The listening phase involves gathering insights from competitors, your team, and most importantly, your customers. Understand why they choose you.

The Formula: To create your positioning statement, use this formula: "Business name helps [customer type] do [solution]. People choose us because [differentiate us]." For example, "Exposure Ninja helps SMEs generate more leads and sales through their websites. People tend to choose us because we talk plain English and focus on ROI."

Testing Your Positioning Statement

The Proof is in the Pudding: Once you have your positioning statement, it's time to test it. Seek feedback from your sales team, existing customers, and even potential customers. Understand which aspects resonate most with your target audience.

Advanced Testing: For deeper insights, run ad campaigns with different positioning statements. Measure the click-through rates to gauge which message is most compelling to your audience.

In the competitive world of sales and marketing, a well-crafted positioning statement can be your guiding star. It clarifies your message, aligns your marketing efforts, and sets you apart from the competition. Whether you're an established business or a startup, mastering the art of positioning can be a game-changer.

For more in-depth insights on creating your positioning statement and leveraging sales enablers, watch our informative session.

Don't miss out on the opportunity to enhance your sales strategy. In the dynamic world of business, your positioning statement can be the compass that guides your success. Watch this session to learn more about this topic and unlock the full potential of your sales strategy.

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