A positioning statement is a critical part of any brand’s marketing plan. Its job is to tell customers what you do and who you do it for. And yet, too many businesses do neither. They think that by being specific in their positioning, they risk turning people away who could otherwise still benefit from what they have to offer.
This thinking gets many into trouble because when we don’t narrow down our focus, we make it harder for people to figure out if what we offer is for them. And in a world where local markets can reach global audiences with a simple internet search, it doesn’t take long for potential customers to find someone else who offers exactly what they’re looking for.
Start by answering two questions: What are you good at? And who needs this right now? Once you have those answers down, then you can start honing your message even further into something that will resonate with your target audience.
If you’re a freelance writer and want to work with clients who need help writing blogs, that’s great. But if your target audience doesn’t know what a blog is or how they can use one to grow their business, they won’t be able to find you. Instead of saying “I write blogs for companies who want more traffic and sales,” say “I write copy that converts readers into customers.
Your positioning statement should describe precisely what you do and who you do it for. It should also be crisp and clear so that potential customers can quickly understand what you do and if you can help them. An effective positioning statement will help them understand how they get something of value from your product or service, while also describing the target market you are trying to reach.
Don’t let your brand be another casualty of confusing marketing. Narrow your focus and grow your business in the process.