A rock solid Positioning Statement for your product is the foundation for any good Business Story. It becomes a guiding light for all your business activities - and it allows you to explain your product and business to anyone, quickly and effortlessly.
A compelling Business Story needs to follow a logical, red thread; everything in it needs to be aligned to lead the audience to the compelling moment. And your Product Positioning is what the story needs to be aligned to. Without a really clear product positioning, your story will never be truly aligned and compelling.
The Positioning Statement itself should be just few, simple sentences that describes your intended target audience, your product, its benefits to customers and how it's better than the competition - in a way that is really easy for everybody to intuitively understand. Here's the format we normally use:
For (target customer) who (statement of the customer problem/need), the (product name) is a (product category) that (key use case or application). Unlike (primary competitive alternative), our product (statement of primary differentiation) resulting in (statement of key competitive benefit – that is, compelling reason to buy).
This format was originally developed by legendary management theorist Geoffrey Moore, and has been used for many of the most successful product launches in the world over the past half century. It still stands the test of time very well.
Based on more than two decades of experience from launching, financing and scaling up multiple growth businesses, Altaverita has developed a success-proven methodology, art & science for how to craft and tell an effective Business Story that makes your audience effortlessly understand and be compelled to buy your product or idea.
Just tell us about your product, business or idea - and we'll tell you how to best craft and tell a compelling Business Story around it that you can use everywhere, even in your online Digital Sales Process.
Try us out - with a first 100% free consultation!