Your company may have a Mission Statement, and maybe a Vision Statement, but do you have a written Marketing Positioning Statement?  A positioning statement is a succinct description of the core target audience to whom our services are directed, and a compelling picture of how we want them to view those services. Sound easy to develop?  It's not!

However, it is worth the effort. Writing a Positioning Statement is a very useful exercise because it requires you to identify, and then articulate in a concise and brief statement your distinct value to your customer in relation to your competitors. Think about how this one sentence could help you improve your elevator pitch, your PowerPoint presentations, sales presentations, and your website home page.A positioning statement should be a sentence that contains the following:

• Target Audience - the attitudinal and demographic description of the core prospect to whom your services are  intended to appeal 
• Frame of Reference - the category in which the service competes
• Benefit/Point of Difference - the most compelling and motivating benefit that your company can own in the hearts and minds of consumers relative to the competition
• Reason to Believe - the proof that the brand delivers what it promises