A guide to creating product positioning statements - Carney
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A guide to creating product positioning statements

How many of y’all tried your hand at breadmaking early on in the pandemic? Food was flying off the shelves, so a little DIY went a long way. If you’re a sourdough lover, you’ll know you need a starter before you can begin baking.

A product positioning statement is just like your sourdough starter; you use it to craft the perfect messaging for a campaign. Let’s launch into Appcues’ guide to creating product positioning statements.

What is a product positioning statement? A product positioning statement serves to define your target audience and how your product or service helps this target audience. It’s important to have a product positioning statement so your organization can align on messaging regarding your products.

To give you an idea of how it should look and help you craft your own, Appcues has a simple template you can use.

[Your product’s name] is the [market category] that provides [benefit that sets your product apart from the competition] for [target user group] who [need/want X solution].

You don’t have to limit yourself to this, but it can help you craft your statement with all the necessary components. Try to keep yours under five sentences.

Some things you’ll need to know before you write your own:

  • Name your product. You guessed it – a product positioning statement will need to incorporate the product’s name. How else would anyone know what it’s about?
  • Market category. Which industry does your product fall within? Before you solidify this, make sure you define it the way your customers would define it. In other words, use your customer’s terminology to define your market category so the message will better resonate with the customer.
  • What’s the benefit. Here, you’ll lay out how your product helps customers and why it’s better than what your competitors offer. It helps to do a competitive analysis of your competitors’ products so you can better elaborate on your biggest differentiators.

Keep reading for more tips and examples from different brands.


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