A simple template that Geoffrey Moore shared in his book Crossing the Chasm is the primary tool that I use to create a positioning statement. Whether yours is a new company or an old company, whether or not you have new products going into the market—especially if you have new products going to market—you can use this tool, which is, basically, a table that forces you to write down your positioning statement in one sentence. It asks you to fill in the blanks, which will create a sentence for your positioning statement, that you should articulate in seventeen seconds or less. It’s a true elevator pitch. It probably breaks every rule of grammar, but it works to get the core elements written down.
A good positioning statement will do the following: (a) Address the buyer’s pain, which is what is needed for the buyer to be motivated to start the buying process; (b) Show enough value to have the buyer consider your offering; (c) Differentiate yourself enough to win the buyer’s business.
Your positioning statement must immediately resonate! The whole idea behind your positioning statement is to capture the attention of your target audience. If you position yourself well, they’ll understand who you are and why you’re important to them and that should leave a place in their minds for you.
A strong positioning statement takes time to get right. You want your positioning statement to occupy a space in the mind of those people you’re talking to so they think of you when they’re ready to do business, when they need what you have to solve their problem and pay for it at a profitable level.