What a positioning statement includes
A common template: For [target customer] who [need], [product] is a [category] that [key benefit]. Unlike [main alternative], it [main difference].
- Target customer: the specific group you serve best.
- Need: the problem or goal that matters to them.
- Category: the frame of reference customers already understand.
- Benefit: the main result they get.
- Differentiation: why you, rather than a competitor or doing nothing.
Common ways to position a product
- By price or value: premium, affordable or best value for money.
- By quality or features: the most advanced, the most reliable or the easiest to use.
- By customer group: built for a specific industry, company size or role.
- By use case: the best choice for one particular job.
- Against a competitor: a clear alternative to a well-known brand.
Positioning and marketing
Clear positioning shapes everything else: the keywords you target, your website headlines, ad copy, pricing and sales conversations. If customers can’t say in one sentence why they would choose you, the positioning needs work.
Positioning statement example
“For freelance designers who struggle to chase late invoices, Billy is an invoicing app that sends reminders automatically and gets you paid faster. Unlike general accounting software, it is built for one-person businesses and takes five minutes to set up.” The statement names the customer, the need, the category, the benefit and the difference, in a form the whole team can repeat.
How to test your positioning
- Ask ten target customers to describe what you do in their own words.
- Compare their answers with your statement.
- Check your home page: does the first sentence say who it is for and what it does?
- Look at your competitors’ sites. Are you saying the same thing?
- Fix the gaps and test again after a few months.
Product positioning mistakes
- Trying to be for everyone.
- Using jargon customers do not use.
- Changing positioning with each campaign.
- Positioning on price when you cannot sustain the lowest price.
Product positioning FAQs
How is it different from branding?
Positioning is a strategic choice about where you sit in the market. Brand is the full experience and reputation. See product differentiation.
Where do I use it?
Home page, ads, sales scripts and content. See unique value proposition.