Positioning

A positioning statement is the core of your marketing campaign. It summarizes your target audience and the unique benefit you present to that audience. For example, a business can provide the “most affordable pine bedroom furniture to cost conscious buyers” or have the “largest selection of educational children’s books for parents of toddlers.” Once your positioning statement is crystallized, you can begin thinking about tactics for getting the word out about it.

Sample positioning statements:

• The most cost-effective place for small businesses to purchase office supplies online
• The most complete source of grills and barbecue recipes for people who love to cook
• The only Web site where corporate event planners can schedule meetings online

Your positioning statement: