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Making a statement

Product positioning statements & your favorite noise.

Be in the Know

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.

Q for You

Which of these do you think is the most crucial element to include in a product positioning statement?


Distractions are everywhere. As much as we try, we can’t always stay on task with all the stimuli around us. Heck, even the Queen’s Guards will crack a smile here and there when a tourist does something particularly silly. To help you get in the zone and free of distractions, try Noisli.

In a nutshell, this online app makes noise to help you focus. Whether it’s the sound of rain, a steady gust of wind, or sounds you would hear at a cafe, you can create the ideal soundscape to preserve your focus. Mix and match different sounds and adjust volume levels to create something unique and conducive to you getting your work done.

Scalemail Polls

As a marketer, it’s helpful to know you’re not alone in the ever-changing digital environment. We ask questions every day to gauge our audience’s thoughts on different topics. And when you provide your feedback, you get to see how many people feel the same way as you do.

Scalemail Polls doesn’t just keep us informed about our subscribers. It allows our subscribers to see what their professional peers are thinking and feeling. Extend the same knowledge to your newsletter audience with Scalemail Polls.


Remember the days of friends getting pushed into pools at parties? Ahh, to be soaking wet for the remainder of the evening! Smartphones offered a respite from this for a period of time, but since they’re now waterproof, best not to stand too close to the pool.

Apple gives us an ad about the durability of its flagship phone. We’ve all dropped our devices with varying degrees of luck, but never have we found a more fitting soundtrack to the phone fumble.

Ads from the Past

1968, REMCO

“Build something 100 people love, not something 1 million people kind of like.”

Brian Chesky


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