We talk and write a lot about positioning at Tech Image, and it’s fun to find and read other perspectives on the topic.
There are several ways you can approach the writing of a positioning statement, but the fundamental outcome needs to convey your business value to customers in a way that’s differentiating and memorable. To this end, we like Martin Cogburn’s recent blog, A Positioning Statement Is Like A Compass.
Martin is the senior content strategist with Ontraport, the all-in-one business automation solution for small business owners and entrepreneurs. Martin says “Focusing on how your agency/service is unique is a far stronger positioning move than being cheaper or just vaguely “better” than the competition — and when done right, a gripping positioning statement can make all the difference.” That’s a great outcome.
So check out Martin’s blog, and you’ll also get a free checklist to help you craft your own unique positioning statement.